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Best Autoresponder Series:
Schuelerhilfe Newsletter Campaign
Brand/Client Side Team:
Internet Strategy Group
MarketingSherpa Summary - Why They Won:
Instead of dumping new leads into a newsletter file and mailing them weekly or monthly until kingdom come, Schuelerhilfe's marketing team sent three, carefully timed, newsletters designed to separate the chaff from the wheat. Then they dumped the unresponsive names and focused on the folks most likely to convert. Plus, this automated campaign means the marketing team don't have to create an entirely new newsletter on a regular basis -- these newsletters are evergreen.
From Their Nomination Form:
As a leading provider of tutoring services in Germany, Schuelerhilfe is an Educate Inc. company. Before employing ISG, Schuelerhilfe had not previously used the Internet to market its services. ISG implemented a variety of online marketing efforts, including the Schuelerhilfe newsletter campaign. In 2005, ISG developed and deployed three newsletters that were sent to consumers who completed lead capture forms on splash pages and the Schuelerhilfe website. Additionally, current and prospective customers could sign up for newsletters via the company's Website. The audience for this email campaign is primarily mothers of school-age children, as well as older students.
ISG found that many older students were inquiring about tutoring services, so we tailored our marketing efforts to appeal to both groups. Schuelerhilfe aimed to increase its sales conversion by providing information on helping children succeed in school. The newsletters positioned Schuelerhilfe as an information resource, increasing the company's credibility. This, in turn, drove more consumers to contact Schuelerhilfe. Additionally, the newsletters were used to reinforce the Schuelerhilfe brand and encourage prospects to move forward in the decision-making process.
The Schuelerhilfe newsletter campaign didn't entail a traditional, periodic newsletter. Once consumers requested more information on Schuelerhilfe's services, they were sent three newsletters. Each issue was initially sent to subscribers on a weekly basis, then on a biweekly basis until they had received all three. This approach allowed ISG to only target consumers that were seriously considering hiring a tutor. In addition, limiting the newsletter to three staggered issues ensured that customers were not bombarded with unnecessary information. This campaign is unique because it targets two separate consumer groups ' mothers of young children and older students. ISG chose upbeat design to appeal to both of these demographics. We used bright, inviting colors and images to appeal to a younger audience, while providing information, tips and resources to target mothers and students.
Sorry, the judges promised this winner that we would keep their results private. However, be assured that we have seen all the data - and were thoroughly impressed!