Case Studies >>
Pro-Mark Drum Sticks
The Challenge
Pro-Mark is the world's leading manufacturer of drumsticks, mallets, and percussion products with a loyal fan base consisting of multiple audiences. Seeking to better meet the needs of each audience with its monthly newsletter, Pro-Mark challenged Spur Digital to develop and implement a strategy to improve quality, relevance and perceived value of its electronic newsletter.
The Solution
- Increase throughput (decrease bounces)
- Increase open rates, click-thrus and traffic to Pro-Mark’s site
- Expand its email list
Specifics of the strategic plan included:
- Segmented audiences based on specific interests into four categories: <br/> Educators (music directors for schools and districts) <br/> Marching / School Band drummers (junior high, high school, college) <br/> Orchestral drummers (e.g. symphony) <br/> Drum set musicians (e.g. rock band)
- Defined content requirements for each audience
- Conducted a “Tell Us About You” campaign asking subscribers to personalize preferences
- Used Dynamic Logic to personalize contents of each newsletter based on recipients’ preferences
- Conducted A/B testing to evaluate subject lines
- Analyzed and reported key metrics to measure performance
- Tracked and analyzed the popularity of each content section to understand reader preferences
- Generated monthly graphical scorecards to track performance over time
- Analyzed results and made changes to the newsletter to increase opens and click-thrus
Results
- Reduced bounce rate from 20% to 5%
- Increased Open Rates from 13% to 20%
- Increased Click-thru rate from 11% to 32%
- Increased click-thrus to Pro-mark’s site by 80%