Federkiel & Friends

Description

IDM stands for Innovators Developers Marketers and is responsible for the brand and marketing of the South Tyrol tourism region, among other things. Towards the end of 2021, we were able to win the coveted contract for support and optimization in the area of e-mail marketing. Specifically, IDM Südtirol was looking for a partner to support them with concept & strategy, newsletter design and development, web forms and lead management, support & service, marketing automation and ongoing consulting and optimization.

In exemplary teamwork together with those responsible at IDM, we were able to optimize email marketing and everything around it together and achieve great success. We were even awarded the E-Mail Award 2023 for the campaign.

Challenge

Optimization of email marketing, increase in subscribers, open and click rates in 7 languages and with various B2B and B2C newsletters. In addition, there was a large number of own online presences and various regional pages with different registration processes, several editors from different departments and ambitious performance targets.

The IDM project was quite demanding and complex. But what could be better than promoting a fantastic tourism location?

Solution

1. Lead generation / Facebook Lead Ads
   Seasonally controlled lead ads with different campaign motifs for different target groups were used to acquire subscribers. But how can you leave the gray area of opt-ins and gain valid subscribers? The following process was created for this purpose: Using middleware, the leads are transferred directly to the email system via API ...... The DOI process (double opt-in process) is then triggered in the email system and a welcome email is sent after confirmation ... The entire DOI process has been optimized. Successive DOI emails with seasonal images and clear guidance to the next CTA.
2. Efficient editing with flexible templates
   The editors' pain points were discussed in various workshops. The wishes of the target groups were analyzed, the current status evaluated and various concepts developed. The implementation was based on our tried-and-tested SMART onboarding process. New newsletter templates were developed. Visually, the reader was to be guided through clearly structured areas. The CTAs should not be too intrusive. Based on flexible options, it should be possible to implement all different area newsletters, B2B and B2C, with just one template. The creation for editors was designed to be as simple as possible. (Avoid errors. Save time)
3. Optimized processes / development of global registration processes
   After a detailed analysis of the existing lead acquisition processes across all websites and regions, optimization theses were created. These were reviewed, tested and rolled out. Among other things, the registration form and the process behind it were optimized. We use a multi-stage registration process to achieve an optimum of data scarcity and information.
4. Evaluation & optimization
   All available KPIs down to individual article categories are evaluated. On this basis, the content is continuously optimized to ensure the relevance of the content.

Results

1. Concept and mechanics for lead generation optimized
   Result: 35% of all new newsletter subscribers were acquired via the new lead process from social media channels in 2022. 60% via the websites and landing pages. The rest came from other channels.
2. Editorial efficiency increased through smart templates
   Result: The new multi-variant global templates and the development of an optimized creation process according to the needs of the editors saved around 20% in time and costs. Faster processes, fewer errors, greater security
3. Subscription processes optimized
   Result: With the new global web forms and the new multi-stage subscription process, with clear step-by-step instructions, the opt-in rate was increased by 15%. (from approx. 70 % to 85 %). There has also been a sustained increase in new subscribers. The number of subscribers has doubled in each of the last two years
4. Newsletter relevance increased by analyzing customer wishes
   Result: Ongoing analyses down to the article categories have increased the relevance of the newsletter for recipients. The open and click rates stabilized at a very good level after the peak during the lockdowns*
   * During Corona and the lockdowns, the open and click rates of the newsletters reached unprecedented levels. We attribute this to "wanderlust".