Directly Yours is an eCommerce website that carries a variety of storage and organization products for home or office. It carries products from C-Line Products, Inc., Buddy Products, Tarifold, Fiskars, GoWrite, PaperPro and Black Hills Pottery.

Challenges

• To create a cost-effective, efficient email marketing campaign that showcases a variety of products to distinct audiences.

• To increase sales by 2.5 percent over a twelve month period with an email marketing campaign delivered every other month.
  

Azavar Delivered Results

• A cost-effective, efficient email marketing campaign that appeals to specific segments.

• A 10 percent increase in sales immediately after the first promotional email newsletter was sent.

Technology

• Adobe Dreamweaver
• Adobe Photoshop

Solution

Directly Yours, Inc. is an eCommerce website that carries crafting, home and office products from such manufacturers as C-Line Products, Inc., Buddy Products, Fiskars and Tarifold. As the company grew, it became clear that it needed a cost-effective and efficient way to stay in front of current customers and re-connect with past customers. Having worked with Azavar in the past on a successful search engine optimization campaign, Directly Yours asked Azavar to come up with the best cost-effective email marketing campaign solution for reaching its broad client base.

After performing an in-depth product purchase and customer analysis, Azavar’s email marketing team came back with a segmented email marketing campaign that allowed Directly Yours to reach its broad audience. The audience was filtered into three distinct groups based on set criteria. The segmentation also allowed a pre-cleaning of the list to occur, as all customers with no email address were automatically filtered out.

To keep the email marketing campaign cost-effective and simple, Azavar delivered an email marketing template that is easy to manipulate from segment to segment and issue to issue. The email marketing template also strengthened the Directly Yours brand by using the colors to facilitate awareness and reader direction. With the characteristic purple swoosh coming down behind the logo and ending with the main image, readers easily identify the product with the Directly Yours name.

Working together, Azavar and Directly Yours integrated the email marketing campaign within the existing Directly Yours website, saving the time and cost of building separate pages to accommodate each segment. The website integration allows customers to click from the email to the Directly Yours website to quickly purchase products and browse the website for other products.

The end result was a professional, cost-effective and efficient email marketing campaign that allowed Directly Yours to reach its broad customer base of office workers, home office workers, military personnel and crafters. It also increased sales for Directly Yours earlier than expected, with a 10 percent increase immediately after the first email campaign.