case study
Paper High
Stacking up Paper High’s sales using email
About the project
Paper High sell Fair Trade paper products and unusual eco-friendly gifts made in India, Sri Lanka and Nepal. They sell through a number of channels including their own website, third party websites like notonthehighstreet.com and at niche festivals like WOMAD throughout the summer.
“Miromedia have helped improve UTN Training's paid search campaign and we've seen a steady increase in conversions. Their reporting is straightforward and helps us see the results they're getting for us.”Matthew Scott, Divisional Managing Director & Group Marketing Director, AFI Group
Results
Paper High experienced a jump in online orders as a result of our targeted email campaign
33%
above industry average open rate
14%
above industry average click through rate
44%
above site average conversion rate
The Background
Having planned and implemented a successful search strategy for Paper High, we were asked to look at other ways of increasing direct revenue. As Paper High is a niche business, we agreed that the best way would be to use email marketing to send targeted offers to existing customers and people who had signed up for their newsletter.
Research & Implementation
We used our knowledge of Paper High’s best performing products and planned an email marketing calendar to advertise and provide offers on those goods. Our email marketing specialist worked with our designer to create new, consumer led templates for Paper High’s email campaigns which focused on the reasons people buy from Paper High.
Results
Having never done email marketing before, in year one Paper High saw fantastic results. According to MailChimp, the industry average open rate is 16.65% and Paper High’s average open rate is 22.23%, which puts them 33% above average. In the same report, MailChimp state that the industry average click through rate (CTR) from emails is 2.52% which Paper High are 14% above at 2.88%. Best of all, Paper High’s email conversion rate is 44% above that of their website (4% from email vs. 2.78% from the website).
The Future
Alongside SEO and PPC, email marketing plays a huge part in our ever evolving online marketing strategy for Paper High. We continue to see great results and work closely with the team at Paper High to increase sales from the website.
