Situation
Delta Faucet Company wanted to provide a customizable email communication tool for its Delta and Brizo sales agencies. At the same time, the clients wanted to maintain consistent branding to the building, remodeling and architectural communities.
Through a partnership with an ASP email provider, Delta and Hanson developed several Delta- and Brizo-branded emails. Sales agencies could customize the emails with text to customers and prospects.
In addition to many anecdotal successes, the effort produced impressive quantitative results:
- Open rates at 1.5 times the industry average, and higher than Delta normally receives.
- Click through rate of 3 times the industry average, and higher than Delta normally receives.
- For one agency, this email campaign led to an appointment with an architect and resulted in a sale of nearly $100,000.