Bespoke approach to digital marketing that resulted in an increase of revenue by 396%
Delivering fresh campaigns across email and social media.
Implementing a fresh email template and driving engagement.
- 28 Campaigns sent
- 37,933 emails sent
- Delivery rate of 98.7%
- Open rate of 20.6%
- Click rate of 1.8%
- Unsubscribe rate of 0.2%
- Bounce rate of 1.3%
- Intuitive customer analytics
- Automation of sales
- Automation of marketing
Facebook Advertising
Switching from a generic approach, to bespoke campaigns resulted in...
300
Increase in website visitors
150
Increase in transactions
396
Increase in revenue
Our Challenge
Maintaining heritage, keeping innovation alive.
Barclay & Mathieson (BM Steel) approached us as they were keen to improve its digital marketing and engage with more customers than ever before. Placing focus on social media advertisements and email marketing would be key to creating meaningful content that would engage consumers and drive them to its website.
BM Steel has 15 depots across the country, and for the smaller components they sell, delivery is not an issue. However, when delivering larger products such as beams and columns, delivery is only available to specific postcodes – impacting the effectiveness of its online targeting.
With over 130 years of experience, BM Steel is a highly recognised steel distributor. As an industry leader in the world of steel, it offers an extensive range of stock that satisfies all customers, from multinational engineering groups to DIY enthusiasts.
How did we do it?
A bespoke approach to Facebook advertising
With such a large audience, BM Steel wanted to ensure that its paid media would reach customers who lived in remote locations but were still within delivery distance of its depots.
We placed emphasis on Facebook advertising, as this would be an ideal platform to reach its core target audience with tailored campaigns. We helped the client switch from a generic ‘one size fits all’ approach to bespoke campaigns. These campaigns targeted postcodes more relevant to its audience, improving product and brand awareness.
Customised email marketing
With limited time available in-house, BM Steel needed to outsource its email marketing. Using our Campaign Monitor solution, our designers created flawless email templates that had bespoke elements to incorporate the client’s branding.
All emails are laid out with correct CTAs, linking relevant landing pages to the email. For such regular email output, we provide ongoing management and reporting for campaigns. We also provide monthly recommendations to continue driving improvement, such as A/B testing to determine the most effective and engaging content to users.
The results?
Since taking on BM Steel’s email marketing they have achieved stellar results. So far, we have sent 28 email campaigns, which totals to 37,933 emails. From this we have achieved a seriously impressive delivery rate of 98.7%, an open rate of 20.6%, and a click rate of 1.8%.
And thanks to our stellar marketing team, we’ve also seen some incredible results from our Facebook advertising strategy. In a short time frame, we saw website visitors increase by 300%, transactions increase by 150%, and revenue increase by 396%.
