Selling More to Current Customers — Automation Plus Insight

A provider of medical-surgical supplies and equipment to physicians, hospitals, home care agencies, long-term care and surgery centers. Their lines span 150,000 national-brand products — from bandages to exam tables — plus their own line of high-quality medical-surgical products. With a large customer base, they were challenged to get enough offers out the door to capitalize on it.

Plenty of customers, not enough communication — they needed to dramatically increase outreach volume while decreasing the time it took to produce.

Red House was selected as their turn-key marketing automation arm — establishing excellence in project initiation and campaign management, reporting, analysis and optimization, and creative development. The strategy combined technology and workflow to organize and manage promotions for product introductions, specials, offers, webinars, news and events. After the first year on the new platform, we conducted a performance analysis of hundreds of emails representing millions of touches — evaluated against delivery, open, click and unsubscribe benchmarks, by business segment, email type, date and time. Statistical methods (box-and-whisker plots, scatter plots with correlation lines, send lists over 500 to avoid skew) identified performance outliers and the relationship between deliveries and results. That analysis drove recommendations: deeper exploration of top and bottom performers across subject lines, content, creative and offers/CTAs; an A/B testing schedule; and tying sales data to email KPIs.

Greatly reduced time to market, more campaigns sent, increased event attendance and product sales — and 30% of the annual revenue goal achieved in the first three months.