Phil&teds is one of the world’s leading inventors, designers and marketers of juvenile products. To quote from the company’s website, “We’re all about safety & innovation, proud inventors of multi-award winning products such as the original inline stroller, a travel cot lighter than a baby and the ‘auto-stop brake’.”
The company has loyal customers all over the world. Phil&teds understood the potential of consistent and targeted branding on daily email communications, but lacked the resources to fully manage it in-house.
“For a global company like ours, the volume of outbound emails represents marketing gold!” says Anita Watson, Web Sales Leader at phil&teds. “But it wasn’t practical to rely on our non marketing-minded engineers and finance folk to update and maintain their email signatures. They have their own work to do, and that’s not what we hired them for.”
But this meant that opportunities were being missed. “The email signatures representing our brand on hundreds of daily emails to our target market were inconsistent, out of date and under-utilised,” says Anita.
The company turned to Black Pearl Mail to solve the problem. They set up a managed email signature system for phil&teds. This handles outgoing email from all devices (laptop, desktop, smartphone and tablet), and applies consistent signatures. With powerful analytics and the ability to create signatures for optimum response, the system was quickly up and running.
“The set up process was easy,” says Anita. “We were well supported by the team at Black Pearl Mail. Within a few weeks we had templates ready to send relevant, branded emails to each of our customer groups.”
Phil&teds has quite a complex business structure, with both B2C and B2B operations – mostly managed in-house. This means plenty of variation in departments’ customer groups, each with their own needs and opportunities. Black Pearl Mail allowed phil&teds to create templates for each group.
“This ensured that what we were sending was highly relevant and targeted,” says Anita. “The team were very patient with our unique needs and recognised the importance of getting it right. Most importantly, they made it easy!”
Since the system was implemented, phil&teds have discovered features that weren’t previously recognised as opportunities. For example, the ability to track email recipient activity has proved useful for project management and follow-up. And there’s the possibility to refine things even further.
“We’ve just begun using functionality that allows us to send very specific branded emails to a particular customer for a particular email. That puts the power of marketing into the hands of every employee within our company,” says Anita.
From Black Pearl Mail’s perspective, phil&teds demonstrates just what’s possible with consistent, branded email signatures. According to Dan Gentry, CTO at Black Pearl Mail, “What’s great is the CTR they are getting from their daily business email. For example, in June, for a specific template they had a CTR of 3.2%. This is basically free traffic to their website. If you compare it to the cost of adwords, it’s an ROI of more than five times the cost of Black Pearl.”
Anita Watson is enthusiastic in her praise. “Black Pearl Mail gave our marketing team the power to exploit this undervalued brand avenue, allowing them to send relevant and targeted messaging to key customers we were in touch with on a daily basis. It was an untapped resource, one with an incredibly high return on investment.”
She concludes with a message to other large organisations. “We couldn’t recommend Black Pearl Mail highly enough for a large company sending lots of emails on a daily basis! We’re still discovering new opportunities and features, and working closely with Black Pearl Mail to further bring our branded email to life.”
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