"You
don’t need a technical background to use ClickAction. It’s
really marketer-friendly."
–
Kim Howard, Online
Direct
Marketing Manager
Franklin
Covey
Marketing
Challenge
Through online and offline channels, Franklin Covey sells books,
day planners, and other time management materials. The company’s
products are available in more than 130 Franklin Covey retail stores,
by mail order, and online at www.franklincovey.com. With so many channels
to deliver products, Franklin Covey needed a way to communicate with
its customers more effectively.
Objectives
Franklin Covey wanted to drive online purchases and establish better
communication with its customers. Using ClickAction, they hoped to increase
repeat traffic to their Web site and motivate customers with targeted
promotional messages.
Program
Franklin Covey historically attracted visitors to its Web site using
all the established methods: direct mail, online banners and sponsorships,
and highlights in the Franklin Covey catalog. Adding e-mail marketing
to the mix presented an opportunity to reach customers in a more efficient
and personalized manner.
"Request-based e-mail has unique characteristics that we look for,"
said Kim Howard, Franklin Covey’s Online Direct Marketing Manager.
"It has the ability to be targeted and have an immediate impact
on results."
With ClickAction, Franklin Covey became more nimble in their online
marketing efforts. By asking the Web visitor to subscribe and indicate
their interests, Franklin Covey could identify what product areas to
concentrate on and who should receive those messages. They have used
request-based e-mail campaigns to announce short-term promotions, offer
sneak peaks at new products, send weekly motivational quotes, and even
drive customers to retail stores.
"We see request-based e-mail as an important part of our overall
marketing strategy," said Howard. "We’ve used it primarily
to drive product purchases on the Web, but also for special promotions
at our retail stores."
Tracking results was also part of Franklin Covey’s plan from the
start. "What impressed us about ClickAction’s service, was
the ability to retrieve real-time data. We can go on the Web at any
time and see how our campaigns are doing."
Results
Howard was soon able to find timely uses for ClickAction e-mail.
For example, one monthly campaign offers a Web preview of the cover
story from PrioritiesÔ, the Franklin Covey magazine. These e-mails
have consistently drawn impressive 15-20% click-through rates. "That
has been an incredible draw to our site," she reported.
Another campaign to drive online purchases targeted Franklin Covey’s
schedule-conscious customers with the introduction of the new Millennium
Planner. The Millennium promotion has earned a nearly 40% click-through
rate, far surpassing expectations. And tracking that rush of new visitors
was a breeze. "I don’t have to call someone at ClickAction,
I can see the results for myself immediately, online."
ClickAction not only proved highly effective, it was also highly cost
effective for Howard.
"Banners allow you to do more branding, while e-mail marketing
is more targeted," she said. "We’ve been really happy
with the service."
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