About Deep Blue Sports
Deep Blue Sports is a combination of 3 brands particularly focusing on diving, fightwear and supplements industries. It mainly specialises in retail market for outdoor sports. Its target customers are those who are interested in high quality sports products used while practicing the sport.
Business Objective(s) of Deep Blue Sports:
The company was unhappy about its old email system which was unable to give any useful reports to it. It was unable to send targeted offers at various stages of the sales cycle. In such a scenario, the main objective of the company was to know who, when and why the recipients opened its mail.
Approaches/ Strategies Adopted By Deep Blue Sports:
Deep Blue Sports used smart features such as intelligent time sending and subject line selector to improve the quality of the emails sent by them. The earlier launched campaigns were reviewed and optimised the subject lines. This ensured that the company reaches out to the largest and widest audience possible.
Results Achieved By Deep Blue Sports:
The results obtained by the company are summarised below-
- Deep Blue Sports witnessed an appreciable email open rate and click through rates that were above the industry average. It achieved an average ROI (for each email sent) up to £20.
- The email open rate reached up to 36% as against 17% before.
- The CTR escalated to 5% as against a mere 2% before.
The campaign became effective and now it was possible to target the customers according to their interests, tastes and preferences. The company sent emails containing useful information about the latest offers and the new products.
Email marketing is a strong tool in the marketing realm only, if a business knows its pros and cons. Before launching an email campaign, the various components of an email should be taken into consideration such as the subject line, addressing the mail with a personal touch such as using the recipient’s name and the length of the same. It is not wise to discard an email marketing campaign entirely as few changes in the same can work for the achievement of the desired goals. Therefore, one should keep a regular check on older email campaigns and modify them as per the requirements.