Email Marketing That Delivers
In order to leverage their new, interactive website, Quest Fore helped StarKist create an ongoing email campaign that would drive traffic to the site and provide a direct (and consistent) line of communication with their customers.
To resonate with customers – and avoid the spam filters – the email content had to be relevant and on target: recipients want snippets of information that are easy to digest and are meaningful to their lives. The StarKist emails are effective in this way, introducing new products, offering coupons and seasonal recipes, and encouraging customers to provide feedback through social media. And by inputting the content into an easy-to-navigate, on-brand template, recipients quickly learn where to get the information that’s most important to them.
No matter how engaging the content, however, customers cannot respond if the message doesn’t reach their inbox. To remedy this, Quest Fore employed rigorous quality assurance testing on all browsers, email clients and mobile devices to ensure customers would receive the emails regardless of their preferred technology. And importantly, each email blast is measured by a number of metrics, enabling Quest Fore and StarKist to constantly analyze performance and improve the content delivered to their customers.
Results: Driven by good design, enticing content and efficient technical execution, the StarKist email campaign has been very successful, achieving open rates and click-through rates that are significantly above the industry average. In fact, StarKist’s list of verified customers (individuals who sign up to receive emails regularly) has more than doubled – reaching over 150,000 people – after less than a year of activity.