M.A.D. Furniture is a high-end global furniture manufacturer with an eye for clean, modern design. With production assembly based in Southern China, their fresh, innovative and contemporary furniture line is designed with the modern, urban dweller in mind.
Wanting to find a way to connect with their US email subscribers and build awareness of their new collections, M.A.D. Furniture looked to engage their close-knit email list with a “behind the scenes” video of their manufacturing facility distributed through a unique email newsletter campaign.
As a manufacturer, its easy to feel hidden from the public, as online stores such as Wayfair and AllModern contribute to a large number of sales for the company. To help combat this problem, Bizop worked with MAD Furniture to incorporate an exclusive, behind-the-scenes view of everyday work for MAD into one email campaign for those who work more closely with MAD, to build a deeper connection to the brand.
The Bizop team tackled the challenge by strategizing and creating custom email campaigns that incorporated animated GIFs of the facility in order to “allow the designer to step into M.A.D.”, bringing the focus on the craft and quality that M.A.D. offers. Combined with a “behind the scenes” video that allowed viewers a unique glimpse into the design and making of a the products.
• Digital Market Research
• Email Marketing Strategy & Consulting
• Email Design and Custom Code Development
• Email Marketing Implementation & Management
As a result, their “Behind the Scenes” email marketing campaign successfully engaged designers and brought much needed awareness to the new M.A.D. collections. This campaign achieved an average 35.5% open rate and a 9.9% click-through rate throughout the campaign – which is 13% and 6% over the industry standard, respectively.
Readers enjoyed the close connection the email brought to them, helping M.A.D. foster a sense of transparency with their network and had very positive feedback of the email campaign, the behind the scenes view, and the new products.
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