The Problem
Yellow Pages Group was transitioning to the online world from their traditional print offering. They had a significant client base of hundreds of thousands of small businesses across Canada, however their sales cycle meant they only saw most of the businesses once a year. So how to communicate all the exciting changes effectively the other 11 months of the year?
The Fix
The solution came from digging down and seeing what eMail content would be of interest to Yellow Pages’ client base. Being a business advisor of sorts, they found that by sharing articles about call tracking studies and content found in Yellow Pages sales training materials, that businesses were being engaged year round. The real win of this strategy was showing business 2 ads and asking them to guess which one got more calls.
Great Database
Yellow Pages had a great database of hundreds of thousands small businesses across Canada that wanted to more information and updates – they just needed to communicate with them.
Using eMail
To communicate with their clients on a monthly basis Yellow Pages needed a medium that allowed them to share good content, eMail was perfect!
Content Audit
A content audit was performed to learn what content Yellow Pages had and could share with their clients to increase engagement year round.
Which Ad Won
The ultimate find was in Yellow Pages’ sales training materials. They took 2 ads and created a game for their clients to figure out which ad received a higher number of calls; which was interesting and applicable to their businesses.
The Results
With tailored eMail content, Yellow Pages was able to get a 78% open rate on their monthly eMail while keeping unsubscribes to 0.2% and won the Gold CMA award for new media.
Services: eMail Marketing
78
eMail Open Rate
1
Award Won
0.2
Unsubscribe Rate
