eLegalSupply.com
emails its 'delicate' marketplace using Campaign
Enterprise
 eLegalSupply.com
is a successful internet retailer of office supplies,
selling its products online to its niche market
since 1999. It’s a classic online selling
scenario: There's no brick-and-mortar overhead,
allowing eLegalSupply.com to sell its wares at
deeply discounted prices. The biggest challenge
lies with its niche market.
The online office supplies store is entirely
dedicated to the law profession, a vertical that
eLegalSupply Partner John Enyart calls "an
extremely tender and delicate marketplace."
"When your target market is lawyers, and
they unsubscribe, they better stay unsubscribed,"
Enyart says. He and his partners chose the law
profession as a niche based on their past corporate
experience with law firms. eLegalSupply.com competes
directly with online retailers OfficeMax.com and
Staples.com
Challenge: Email service costs rising with
growth
Enyart says for years eLegalSupply.com was sending
its email marketing through email service provider
ExactTarget, and seeing some success. The trouble
was the ongoing cost, which increased each year
of company growth, until "we were paying
a substantial amount of money for our campaigns,"
Enyart says. More precisely, eLegalSupply was
sending offers to about 24,000 opt-in subscribers
using its email service provider, usually twice
a month, at a cost of approximately $14,000 per
year.
There was also a challenge with unsubscribes.
List segmentations weren't getting completely
scrubbed, and, as Enyart already mentioned, a
customer base made up almost entirely of lawyers
needs extra diligence when it comes to their removal
from email lists.
"We just were not in control of the process,"
he says.
Pricing control, better unsubscribe management,
and better control over the overall email marketing
process lead Enyart and company on a national
search for a better solution.
"We found your software, and knew it was
the one we wanted to go with," Enyart says.
Solution: Building relevant relationships
Once eLegalSupply.com had complete control over
the composition of their email, the first order
of business was to compose messages that were
as relevant to the customer as possible.
"We're not a mass mailing company with a
bulk audience. We have a very specific audience,
and we want every dang one of them using us,"
Enyart says. "We know what they do for a
living, so our targeted emails make sense to them,"
he says.
eLegalSupply.com also segments its email list
according to customer purchase habits: there's
a new customer mailing, a return customer mailing
and a regular mailing going to people who've yet
to buy from the website, but have been receiving
emails for a substantial amount of time.
"The emails are absolutely superior to our
previous ones, and we were using one of the top
email marketing companies in the nation,"
Enyart says. eLegalSupply usually sends its campaigns
out in the morning ("We use the Campaign
Scheduler, so I don’t even have to be in
the office.") and Enyart checks his database
backend remotely throughout the day to confirm
the campaign's launch.
Solution: In-house list scrubbing
Campaign Enterprise's unsubscribe feature lets
eLegalSupply.com automatically update its database
to remove unsubscribed email addresses. Additionally,
Enyart archives each campaign he sends, and uses
the unsubscribe information from prior campaigns
to scrub his email list a second time, ensuring
that emails are completely removed if they have
requested so.
Says Enyart: "This gives us confidence,
because not only am I physically removing them
from our list using your technology, but I'm also
filtering against the existing removal list. It's
two-layer protection we need to stay in the game
of opt-out."
Solution: Improving deliverability
"The first time we sent something out we
realized we're reaching people we've never even
known before," Enyart says. "We've reached
at least 30% percent of our list that we had never
gotten through to previously."
"We're getting people buying from us now
that haven't bought anything from us in years…
This is an unusual experience for me, and I've
been in this business a number of years."
Enyart says Campaign Enterprise email marketing
software has enabled eLegalSupply.com to establish
a great relationship with its email audience.
"It's been a powerful boost to our sales,"
he says.
Results: Intelligent communication builds
sales
Bringing their email marketing in-house and taking
on the responsibility of emailing customers themselves
has reinvigorated product sales, lead to substantial
list growth and has "pumped new life back
into our goals," Enyart says.
"Campaign Enterprise has allowed us to manage
emails intelligently to an enormous group of people
in a custom, personalized way. It allows us to
talk intelligently to them," said Enyart.
"We're just thrilled with it… You couldn't
imagine happier customers."
About eLegalSupply.com
eLegalSupply.com is oldest office supply store
on the web, successfully selling its products
online since 1999. The firm focuses on the legal
profession, with a continued goal of offering
the lowest possible prices on office supplies
using the most efficient shopping experience available.
The website is constructed and organized with
usability and pricing as its key benefits to lawyers
and can be found at http://www.elegalsupply.com.
About Arial Software
Founded in 1993, Arial Software, LLC is widely
considered the industry leader in comprehensive
software designed exclusively for relationship
marketing through personalized email messaging.
Arial Software products include Campaign Enterprise
email marketing software and Email Marketing Director
easy-to-use desktop software. More information
on Campaign Enterprise can be found at http://www.arialsoftware.com/enterprise.htm |
