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Apria Direct - EMAIL MARKETING CASE STUDY
Breaking the Bank on Black Friday
Increase in sales compared to the previous year
Increase in orders compared to the previous year
Increase in clicks compared to the previous year
Home medical supply store ApriaDirect, was looking to significantly boost their sales, specifically around the week of Black Friday. The challenge was to use email marketing to communicate Black Friday offers to an already-saturated customer market.
Somebody Digital took a strategic approach to the Black Friday email campaign, specifically segmenting audiences into loyalty members and non-members so that the right audience could be targeted with the right offers at the right time.
By segmenting the audience, and personalising exclusive Black Friday deals, Somebody Digital helped ApriaDirect see an impressive increase in sales compared to the same period in 2022. The number of clicks also increased from the previous year by 7.6%.
From Good To Great
Somebody Digital was tasked with developing an email marketing strategy that would outperform the sales figures from the previous year. The approach entailed creating anticipation for Black Friday through a series of automated emails, each with a specific message and purpose to develop demand.
Part of this strategy also involved cleaning up the client’s email database prior to Black Friday weekend. This resulted in fewer emails being sent, by as much as 17%. However, despite a decrease in the number of emails sent, the client saw a 47% increase in orders.
As this email marketing case study shows, Somebody Digital used these email tactics to create a comprehensive and targetted strategy that moved ApriaDirect’s email marketing from good to great.
Building on an integrated digital strategy that included organic social media marketing, SEO, and paid media efforts, the email campaign for Black Friday was directly responsible for a 26% increase in sales for ApriaDirect as well as a 47% increase in orders over the Black Friday week.
