Most companies associate Ballantine with direct mail. And while direct mail is our core competency, we also now provide full-service email marketing.
This month’s case study features a successful email campaign we recently produced for DAL Investment Company’s FUNDX Conservative Upgrader Fund (RELAX).
The campaign included:
- Copy & design of both an email and landing page
- Email execution and reporting
- Subject line split-testing
- Deliverability testing and list hygiene
- Google Analytics link tracking
Copy and Design
We wrote and designed both an email and landing page for DAL. First, we started with a creative brainstorming call. And after a few rounds of revisions, the final product was ready.
Execution and Reporting
We executed the email campaigns from start to finish for DAL including the items below. Three blasts were launched: one in November of 2009, one in December and one in February when RELAX was upgraded from a 4 Star to a 5 Star Morningstar™ Rating. The emails were sent to their customer file. We also provided reporting updates a few times after each blast.
In the beginning, we started with two subject lines and split-tested both to find a winner. We were surprised to find that the longer, more descriptive subject line won significantly by 20.8%.
Deliverability and Hygiene
Our email marketing service includes a program that scans the email for factors that will decrease deliverability so you can fix the issue(s). We also cleansed their file after each blast, moving the bad email addresses to a different file.
We converted each link in the email to a Google Analytics tracking link so DAL could track what each visitor did once they clicked through from the email to the landing page. Doing this also enabled them to track the visitor if they left the landing page and visited the main FundX Upgrader Funds website.
As a result of the emails, DAL had $2.5 million flow into the fund. This is during a difficult period where they had outflows in most funds.
If you would like to speak to us about your email marketing needs, please contact Ryan Cote.