Product category:
Email marketing
News Release from: Lyris UK | Subject: ListManager
Edited by the Marketingservicestalk Editorial
Team on 26 March 2008
ListManager helps BandW double email
open rate
Over 40 per cent of people targeted by Bowers and Wilkins in an email campaign to promote its new Zeppelin iPod speakers opened the digital marketing message to learn more.
The luxury speaker manufacturer achieved this open rate, which is double the industry average of about 20 per cent, using email marketing specialist, Lyris UK Launched in the UK in February 2008, the Zeppelin iPod speakers are the latest edition to the Bowers and Wilkins (BandW) range of high-end products
This article was originally published on Marketingservicestalk on 4 Jul 2007 at 8.00am (UK)
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The promotional email campaign used Lyris' email marketing tool, ListManager.
Emails were sent to 192,500 registered users, drawing attention to the aesthetic and acoustic quality of the new product with the aim of driving people to the company's website for more information.
ListManager was also used successfully in October 2007 as part of the US launch strategy for Zeppelin.
As well as B2C communications between BandW and its target audience, this included a B2B element in the form of email activity between BandW distributors and resellers.
BandW initially selected Lyris' email tool, ListManager, in November 2004 to streamline its database and conduct an online survey to gauge the opinion of its members on digital music and the use of MP3 players.
Lyris then helped BandW continue to engage this audience and further develop its loyalty with intelligent online content via a monthly email newsletter.
ListManager was also used to promote the company's 'Society of Sound' initiative, an online music community that brings together a wide variety of people who share a passion for music.
Marine Veron, web marketing manager for BandW Group, explained: "There is no doubt that our customers are loyal to the BandW brand.
"Where Lyris adds value is by enabling us to have an ongoing dialogue with them regardless of whether they have bought a product recently.
"As a result, as soon as we started to promote Zeppelin by email, we had an outstanding response".
Andrew Robinson, managing director of Lyris UK, confirmed: "BandW has taken the time and effort to truly understand its audiophile audience; therefore it can deliver emails that are of real value and the information on the company's iconic Zeppelin speakers was no exception.
"Very simply, providing people with information that they want vastly increases the number of emails that are opened".
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