CASE STUDY
Stripe A Lot Spring Email
Stripe A Lot is a scrappy family business that has been getting the job done with a smile and a legal pad for years. Their low-tech approach hasn’t prevented them from earning multiple “best of” and customer service awards.
However, we knew there was opportunity to serve their clients and increase revenue by using their collection of customer email addresses. We wanted to send a helpful reminder email at the start of the season. The patriarch of the business didn’t want to “annoy” their customers. Being annoying is a common fear for small businesses that don’t use email marketing. However, we had earned their trust and got the go-ahead to email to the 1,336 addresses they had on file.
That single email made the phone ring!
Project Goals:
- Begin the habit of communicating directly with past customers via email
- Provide valuable content to existing customers
- Fill Stripe A Lot’s spring schedule with ideal jobs
- Increase revenue
Messaging & Marketing Tools We Used
Clear Company Message
Inconsistent words confuse customers. We started by making sure Stripe A Lot was using clear language across all aspects of the company. Clarity is even more important because their name under-represents the range of services they provide.
Sales Email
It’s possible to combine valuable information with a strong call to action in a single email. It doesn’t always take a 5-6 email sequence. It does require you to focus on your customer and write it with skill. This can even work when you’ve let your list get cold or you’ve never emailed your list at all.
The Results
44.6%
open rate (21% is the industry average).
50
phone calls in the week after the email was sent.
$100,000
in revenue from this ONE email.
Your business is too important to rely on random marketing.
You have the solution to your customers’ problems. Let’s use clear language and a focused Website to make sure they know about it.
I did not want to email our customers. I was afraid it would frustrate them and turn a lot of them off to working with us.
Well, I was wrong.
An hour after that email went out, our phone started to ring. People were talking about the email and blog. Damn if we didn’t have our busiest spring ever!
StoryBrand can help!
Stripe A Lot’s messaging and marketing strategy is based on StoryBrand principles. StoryBrand is a 7-part marketing framework that has helped thousands of companies communicate clearly with their customers so their businesses grow. We are certified in this model and use it to create marketing that gets impressive results for our clients of all sizes and types. Ask us about it when you schedule a call.
