Hass Avocado Board

Email Marketing Case Study

In 2009 email continued its reign as the most effective direct marketing channel, generating $43.62 for every dollar spent, according to the Direct Marketing Association. Recognizing email's effectiveness to extend brand awareness and increase consumption, SiteLab has made a concerted effort over the past two years to grow the subscriber base for HAB's monthly email newsletter, which provides recipes, entertainment tips and other relevant information.

Email Case Study: HAB Recipe Email Newsletter
We have employed a number of tactics to enhance the newsletter performance:

• Through A/B subject line testing and analysis of click-throughs on newsletter links, we learn reader preferences and fine-tune content
• Continuous monitoring of evolving email best practices to improve deliverability
• The email template has been modified to adapt to the mobile environment that a growing number of HAB subscribers now use

Results:

• Subscriptions increased 24% between 2009 and June 2010, representing a 40% increase compared to 2008
• Average click-through rates per email increased 41% between 2009 and June 2010; 36% between 2008 and 2009
• Total open rates increased 10% between 2008 and 2009 and are on pace to grow 35% in 2010
• Email interaction rates increased from about 25% in 2008 to more than 31% through June 2010

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Services:

Search Engine Marketing
Online Media/Display Advertising
Creative
Email Marketing
Strategic Consulting