FreightCenter.com's Re-targeting Campaigns Trigger 56% Lift in Email Channel Revenue
Timely re-targeting campaigns drive bookings and overall revenue
FreightCenter.com, a provider of shipping and freight solutions based in Tampa Bay, needed an effective way to communicate with customers personally and increase bookings. Visitors may request shipping quotes on FreightCenter.com; and while the quotes are fast and convenient, it is difficult for the company to communicate its value and close the sale. FreightCenter.com partnered with Listrak for its automated email solutions to use behaviorally targeted campaigns to increase sales.
Listrak worked with FreightCenter.com to create an automated email series that re-targets website visitors providing additional information based on the type of quote requested, e.g. commercial or residential, and whether they are in the new or returning customer segment.
The first email is sent one day after the quote was requested, and the second message is sent as a follow-up three days later. If no action has been taken, and if the customer still hasn't booked the shipment, a final message is sent 2 months later as a way to remain in front of customers.
FreightCenter.com is also testing a second version of the series. The first two messages are the same; however, if the customer doesn't book after the second message, the third message is sent one day later and includes a survey asking customers why they didn't book. If the survey isn't completed, a final follow-up message is sent 60 days later.
FreightCenter.com's retargeting campaigns have increased overall revenue by 2% in a three month period, and have resulted in a 56% lift in email channel revenue. Not only is this behaviorally targeted email helping FreightCenter.com increase its online booking business, but it also helped increase its deliverability so more messages reach the inbox.
Terese Kerrigan, Director of Marketing at FreightCenter.com, said, "Listrak provided a number of deliverability tools, such as a dedicated IP address, list hygiene, Spam Score, domain and media aliases, and bounce management tools, that have increased our deliverability at least 5%. Not to mention we now have an automated way to engage customers in meaningful conversations…conversations that turn into conversions."
Based out of the Tampa Bay area since 1998, FreightCenter.com is a third-party freight and logistics company developing Web-based tools that simplify freight shipping for both individual shippers and businesses. FreightCenter.com offers instant carrier rates and services for LTL, truckload, international, specialized, intermodal and trade show transportation. Visit www.freightcenter.com to learn more, or stop by IRCE booth # 741.
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