"We
have constant one-to-one feedback everyday…it’s like you’re
attached to your customers."
- Kristen Purski, Internet Representative
Challenge
Bissell is a 124-year-old family owned manufacturer of home cleaning
products including sweepers, vacuums, deep cleaning machines and cleaning
formulas that are sold nationwide at major retailers. With a long history
and sense of family, they were looking for a new way to expand online
communication and strengthen customer relationships.
Objectives
The purpose of Bissell’s online marketing program was to increase
their customer database and develop a one-to-one relationship with their
customers.
Program
Bissell drives Web site traffic by cross-promoting their Web address
in advertisements, a monthly eNewsletter and their call center. They
are building their email subscriber database by gathering names through
a survey screen on their Web site.
"We’ve found a very cost-effective and easy-to-use system
with ClickAction ERM," said Kristin Purski, Bissell’s Internet
Representative. "I had never used anything like this before. My
ERM Account Representative took me through a phone tutorial and I thought
the interface was very user-friendly."
Purski uses ClickAction ERM to coordinate the distribution of Bissell’s
monthly eNewsletter, Ask Anna. It includes cleaning tips and information
about cleaning plus special interest sections on pet cleaning problems
and allergy relief.
In a recent ClickAction ERM campaign, Bissell expanded their subscriber
base by inviting customers to subscribe to Ask Anna. The invitation
was sent to over 35,000 customers that recently registered new products
with Bissell. The email also included several links to special interest
areas on the company Web site and encouraged customers to write back
for advice and cleaning tips.
"We want our customers to know that we’re here, that we’re
accessible," said Purski. "Our goal is to keep up a good relationship
with customers and let them know we care. Without them, Bissell wouldn’t
exist."
Results
With ClickAction, Bissell met their goal of strengthening and building
customer relationships. In the process they have tripled their subscriber
database. During their first two quarters with ClickAction, Bissell
was able to double their subscriber list primarily through their newsletter.
After sending the invitation email they added an impressive 30% more
subscribers to their database.
"We’ve noticed an increase in inbound email since we sent
out the invitation email. Our customers are responding to our eNewsletter
by asking us for advice on specific cleaning problems," said Purski.
"Plus, many customers thank us for the cleaning tips."
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