Email subscriptions up 452% and 500+ affiliate partners
Owned and partner channels that lowered dependence on paid: an email list grown with personalized, persona-specific offers, and an affiliate program run like a portfolio.
BuildDirectDigital Marketing AnalystMar 2016 – Dec 20193 min read- +452%
- Email subscriptions
- 500+
- Affiliate partners
Context
Home improvement purchases are infrequent and considered. A buyer might research flooring for weeks before ordering, then come back months later for the next room. Paid media alone is an expensive way to stay present through that cycle.
Email and affiliates gave BuildDirect channels it could grow without paying for every visit: an owned list to stay in touch through long buying cycles, and partners who brought in buyers we were not reaching ourselves.
The thesisStandard tactics, done exceptionally well and tailored to each buyer, beat clever tactics done generically.
One list, three buyers
- Cares about
- Getting one project right, within budget
- Message
- Ideas, inspiration and offers for the room they are working on
- Proof
- Reviews, room examples, promotions
- Cares about
- Reliable supply and pricing across many jobs
- Message
- Trade pricing, availability and repeat ordering
- Proof
- Volume pricing, delivery reliability
- Cares about
- Specifying the right materials for clients
- Message
- Product range, specifications and samples
- Proof
- Specifications and finished projects
The tactics themselves were familiar. What made them work was personalization: a homeowner planning one renovation, a contractor buying for several jobs and an architect specifying materials each saw offers and messages built for their situation.
How the list grew
- Website interstitialsSign-up prompts timed and tailored to what the visitor was browsing.
- PromotionsOffers designed for each buying persona rather than one site-wide discount.
- Refer a friendInvitation campaigns that gave customers credit for bringing in friends.
Each of these is a common tactic. The difference was execution: offers and copy tailored to the buyer, careful timing, and constant testing. The refer-a-friend program also turned existing customers into a source of new subscribers.
The affiliate program
I grew the affiliate program to more than 500 partners, managing an external agency that handled partner onboarding for us. Every deal, arrangement and commission was tracked on a partner management platform, so the program could scale without becoming an administrative burden.
Running more than 500 partners only works with good infrastructure. An agency handled the onboarding volume, and centralizing deals, terms and commissions on one platform meant partners were paid accurately and on time, which kept them motivated to keep promoting us.
Results
Email subscriptions grew by 452%, giving BuildDirect a much larger owned audience to reach through long buying cycles without paying for every touch.