CPAP Direct

CPAP Direct were seeking a strong email marketing strategy for the November Black Friday period (email campaigns). The goal was to engage and convert the maximum number of audience members as possible with a well-thought out and designed sequence of emails.

Further, CPAP Direct overall were seeking ways to build momentum for their email strategy to ensure that the customers showed greater engagement. At the time, CPAP Direct were sending semi-regular emails with some basic segmentation, meaning the audience database was not being utilised to its full potential. This would also provide ongoing validation of engaged profiles for future campaign deliverability. 

1. Conduct a campaign audit to understand where the brand was currently sitting 
2. Identify key campaign drivers 
3. Build a 30-day email strategy plan which focused on Black Friday sales activity.
4. Build segments based on the most highly-engaged, ready-to-purchase customers.
5. Scripting, designing and building a series of email campaign templates 
6. Went live with the campaigns and focused on hyper care monitoring, so we could make changes where necessary. 
7. Providing reporting and insights back to CPAP Direct.

Speaking with the client and conducting strategy sessions allowed us to align well from the start. This guaranteed that all Black Friday emails, despite the short timeframe, were sent out at the most optimised time. 

The top-performing email of the series had an open rate of 61.5%. The average open rate across all emails (including unengaged audiences) was 34.7%. We saw a 3.5% order rate during this time, attributing to over $200,000 in revenue. 

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