Towngate Plc Email Campaign

We were appointed as Towngate’s digital marketing agency in April 2010, to handle SEO and online marketing. Whilst working on the website to improve natural SEO and drive traffic, we identified the need for a regular monthly email campaign. The objective was to help Towngate stay in regular contact with it’s tenants, agents and prospective customers.

The first step for the campaign was to build a newsletter sign up page on the website to allow us to promote growth of Towngate’s existing database of email addresses; including senior management, directors and business owners.

We designed and developed a personalised HTML email template to allow Towngate to keep their customers up to date with news, featured tenants, events, and most importantly available properties. Keeping content fresh and interesting is one of the keys to maintaining good open rates and getting people to click through to the all important available properties.

The Bigger Boat developed an email strategy for the whole year.  Each month we wrote and edited copy, updated the website to reflect the email, updated the email template and broadcast the email.

Google analytics and email reports were used to measure key performance indicators, such as “who opened”, “how many times that person opened”, overall open rates, click through rates and general website statistics.

Return On Investment

• A monthly list of email responders – i.e. people who might want a property. This in particular has been incredibly useful for Towngate.
• Towngate have let properties as a result of a response to this campaign. 
• Av email open rates of 38% (Industry Av 18%)
• Visitor Av time on Towngate website = 53% higher than site average.
• Returning website visitors up by 20%