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Digital / ICB - Email marketing

Digital / ICB - Email marketing

Client:

ICB

Sector:

Construction

Brief:

ICB has long been known for supplying a superior range of single ply membranes but in recent years has diversified by offering a growing range of roofing products and systems. To support business growth, Fabrick created an e-mail marketing campaign that would help establish the company as a market leader.

The Solution:

A particular aspect of the brief was to ensure that the campaign was informative and non-adversarial with information that both contractors and specifiers would welcome in preference to the usual sales messages.

Fabric kresponded by producing a monthly edition of the Roofing Post sent to 80,000 contacts in the construction industry. The e-mail publication looked at roofing projects of all kinds that would be of interest to readers. Interspersed with these stories were news items about ICB products and services.

The creation of the Roofing Post was seen as an efficient and informative way for ICB to keep in touch with their customers and prospects, and a way to encourage a steady stream of leads.

The Results:

  • The 18 month campaign resulted in a 30% increase in sales with few readers unsubscribing
  • Strengthened customer engagement
  • Increased website traffic
  • At the time of writing, ICB was continuing with variations of the Roofing Post and this remains a key part of their marketing strategy

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