AB Print eNewsletter Case Study
Northern Media has been designing, writing and distributing (via email) an e-newsletter to AB Print clients and prospects since 2016. Open rate consistently exceeds 30% and click through rate averages 5%. Repeat purchase rates have increased and cross-sell opportunities have been maximised by consistently educating customers about AB’s wider portfolio. As a consequence average annual customer spend has also increased.
With their head office in Batley, West Yorkshire, AB Print are a leading provider of Print Management Services in the UK. Established in X, AB Print supply a diverse range of services from short-run digital outputs, through prestigious, long run brochures to large format display materials and special substrate jobs.
AB Print approached Northern Media in 2016 because they wanted to communicate better with their existing customers, with ultimate motive of improving retention, increasing repeat purchasing and driving cross-sell opportunities. As active networkers, they also wanted to educate their growing network of contacts about their products, services, strengths and success stories.
Northern Media suggested to AB Print that we design, write and distribute via email, a monthly company e-newsletter, to both their customer and prospect data. Included within the e-newsletter would be special offers, product spotlights, company news, recent projects, success stories, staff news, industry insights and seasonal product information.
Three month content plans were created to ensure that the right messages were conveyed at the right time, the tone of voice of the newsletter was balanced and that the articles featured were planned and executed in a timely fashion.
Newsletter performance reports were submitted to AB Print during the week following distribution, so that their internal sales team could follow up on any interest shown.
The e-newsletter has played a key role in growing the average customer spend, resulting from a combination of more regular repeat purchases (typically offer driven) and customers buying a broader range of products. In particular, customers who typically only bought branded stationary are now buying brochures, banners, exhibition stands and large format print works.
Whilst more difficult to measure the e-newsletter has also helped build brand awareness, educate customers about their portfolio, improved client relationships which has in turn improved loyalty, whilst also indirectly supported their SEO and social media campaigns.
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Northern Media (Yorkshire) Ltd
Unit 2, Calder Island
Wakefield, West Yorkshire