The client is a special occasion & bridesmaid dress designer and supplier. Bari Jay was interested in growing their email database and implementing a marketing strategy to engage current and potential consumers outside of Facebook ads and other PPC. 41 North put together a strategic email marketing campaign and marketing funnel to gain new subscribers and retain and engage consumers during their buyer journey.

Digital Marketing Goals: Bari Jay

Bari Jay was looking for a way to increase newsletter subscribers and keep a regular feed of consumers entering into their sales and marketing funnel. In addition to increasing their email database they also wanted to ensure they were engaging regularly with their consumers and sending relevant e-blasts that met the customer where they are in the consumer journey. The e-blasts they were currently sending were going out to all audiences and while they had a large database, a lot of the subscribers were no longer relevant.

How 41 North Digital Increased Viewership

41 North Digital increased Bari Jay’s subscriber base by 33% over the course of six months using a number of digital marketing strategies, including paid social media ads, to drive traffic to the website and sign up for the newsletter. Bari Jay’s audience has become more relevant and engaged using a combination of lead generation techniques.

We decided to use multiple marketing channels to drive new email subscribers. Our Facebook Ads targeted brides and bridesmaids with offers to enter a giveaway for a free bridesmaid dress as well as another campaign giving away three free fabric swatches. These campaigns grew the subscriber list by over 700 consumers in a short period of time. In addition to growing the list, the consumers were also more relevant and segmented by the different categories of interests they had, such as bridesmaids, brides, mothers of the brides, and other segments.

With these more segmented audiences, we were better able to send relevant newsletters and engage the consumers based on what they were most interested in learning more about.

Email Marketing Results

Over the past six months, 41 North Digital not only grew Bari Jay’s subscriber list exponentially, we also implemented an email marketing strategy that increased email open rates and traffic to the website. Audience segments were more relevant, and we could build a conversation with their audience. In turn, we have seen fewer subscribers, and we are also better able to remarket to these consumers through other marketing channels by using remarketing strategies on both Facebook and Google. We can show relevant ads and target lookalike audiences using these email lists. These campaigns have been very successful regarding click-through rates and engaged website traffic.