The Right Message to the Right Person: How EpoxyFlow Achieved a 45% Open Rate
- Background information
EpoxyFlow was skeptical of email marketing in general. Sending the same campaigns to the entire customer list simply didn’t yield much results. When the focus shifted from what the company wanted to sell to what the customer was actually interested in, something happened: the number of subscribers rose from 350 to 2,200 in just a few weeks—and the open rate reached about 45 percent.
EpoxyFlow sells products for projects such as epoxy flooring and pool painting—items that most customers don’t buy very often. Yet, their communication used to be just like that of many other companies: the same campaigns over and over again, sent to their entire customer list.
When EpoxyFlow came into contact with Rule, their perspective changed. Instead of asking, “What do we want to sell?” they began asking, “What is this customer actually interested in?”
“We thought the problem was that newsletters didn’t work for our type of business. Rule made us realize that the real question was what our customers actually wanted from us.”
Robin Kjellsson, Account & Project Manager, EpoxyFlow
- EpoxyFlow Customer Case Study
From 350 to 2,200 subscribers
Through a Meta Lead Ads campaign and a giveaway contest, EpoxyFlow began building its database of potential customers based on their actual interests. In just a few weeks, it grew from about 350 to 2,200 subscribers. But most importantly, they gained better insight into what customers actually wanted to know more about.
- EpoxyFlow Customer Case Study
Communications That Customers Want to Open
Today, emails are less about discounts and more about guides, inspiration, showcase projects, and knowledge that helps customers move forward. The focus is on inspiring, educating, and building trust, rather than ensuring that every email includes a product, discount code, or call to action.
This is especially important for EpoxyFlow because many of their customers are facing a project they’ve never undertaken before. For example, if someone is planning to install an epoxy floor in their garage, there are many questions they’ll have before they feel confident enough to place an order and do the work themselves. That’s where emails can help the customer move forward by providing guides, inspiration, reference projects, and expertise.