M-real Canada wants to build and maintain relationships with three key groups: printers and their reps, designers and their merchants. While printers are the ones who actually buy the paper, the designers do the specifying and merchants are the sales and marketing people who take the message out to the audience.
Each email campaign is customized for the audience to ensure we’re getting the right message to the right target. Every email has a number of links back to the M-real Web site.
Our Spike Email System provides live and easy-to-understand reporting
Every email deployment system gives you reporting. But have you seen some of them? You’d need a degree in statistics to get any real information out of them. With Spike, all the relevant information is provided in intuitive graphs and text. A single page gives you a complete overview. Simple clicks let you drill down right to individuals and their actions.
Exporting allows M-real to integrate email results with their Salesforce CRM tools to provide reps in the field with a complete business overview of recipients’ activities.
Objectives
To reach our audiences affordably and frequently with promotions, incentives and marketing messages, and to drive traffic to the Web site.
Goal
Our ultimate goals are to increase awareness of M-real as a brand and encourage trial and re-orders of specific M-real papers.
Solution
The Spike Email System allows easy management of lists, messages, deployment and reporting. With a Web-based interface, work can be done from anywhere.
Email campaigns include:
• Customized messages for each group
• Specific landing pages
• The ability for merchant reps to have email campaigns for their individual lists
Results
The lists have grown steadily since the inception of the campaigns. Email continues to drive Web traffic. Individual reps are working with M-real to have campaigns directed at their specific contact lists. This helps tighten the relationship with reps who also represent competing brands. Email campaigns have helped M-real become the most recognized paper brand in Canada.
