When industrial hardware distributor Benedict’s Supply faced declining customer engagement in 2022, the family-owned business knew it needed to modernize its communication strategy to stay competitive in the digital age.
h2>The Challenge
Benedict’s Supply had relied primarily on traditional marketing methods like print catalogs and phone calls to maintain relationships with their commercial clients. Their existing email list contained only 2,300 subscribers, with an open rate hovering around 12%. The company recognized the untapped potential in their customer database of over 15,000 active accounts.
h2>Strategic Approach
The company implemented a multi-faceted solution focused on growing their email subscriber base and improving engagement:
• Redesigned their website to feature prominent email signup forms
• Added signup incentives offering first-time subscribers 10% off their next order
• Implemented point-of-sale email capture at their physical locations
• Created segmented lists based on customer purchasing patterns
• Developed an automated welcome series for new subscribers
h2>Implementation
The email signup process was streamlined to require only essential information:
– Name
– Email address
– Company name (optional)
– Primary product interests
This simplified approach reduced friction in the signup process while still gathering valuable data for personalization.
h2>Results
Within six months of launching the new email strategy, Benedict’s Supply achieved remarkable results:
• Email subscriber list grew to 8,700 (+278%)
• Average open rates increased to 32%
• Click-through rates improved from 2.1% to 7.8%
• Digital sales attributed to email marketing increased by 156%
h2>Key Learnings
The success of Benedict’s Supply’s email marketing renovation highlighted several important insights:
1. Simple signup processes encourage higher participation
2. Strategic placement of signup forms across multiple touchpoints maximizes capture
3. Segmentation and personalization significantly improve engagement
4. Regular content delivery maintains subscriber interest
h2>Moving Forward
Building on this success, Benedict’s Supply continues to refine their email marketing program. Current initiatives include implementing AI-driven product recommendations and developing more sophisticated automation workflows based on customer behavior patterns.
The company’s commitment to modernizing their digital communication channels while maintaining their traditional service values has positioned them for continued growth in an increasingly competitive market.