From the industrial, medical, and military fields, to vehicles and consumer electronics, Littelfuse creates circuit protection, control and sensing products that are critical tools in nearly every industry using electrical energy. With a diverse group of customers buying and using their products, Littelfuse wanted a way to stay connected to its global customers, personalizing communications to their needs and interests.
Littelfuse needed to engage members of its email mailing list with customized, tailored content offered immediately after the customer subscribed to its emails. The challenge was also to profile subscribers, fitting them into one of three major business units, while still representing the diversification of their product offering and industry support. Littelfuse previously used its email service provider’s default preference center, but now requested a customized preference center to better understand its customers and provide the right information to subscribers at the right time.
An expert in email marketing strategy, DEG was instrumental in the layout, design, and promotion of the new preference center. DEG’s digital knowledge helped Littelfuse better understand its customer base, and in turn, positioned Littelfuse to provide better-catered content to subscribers. DEG designed the landing page to look identical to the Littelfuse website, altering coding techniques in order to cater to the constraints of the older browsers used on the secure networks of many subscribers.
The page’s preference form was broken up into two sections. The first section was strategically designed to be simple, only containing the person’s basic information. The second section dives deeper into profiling the subscriber into one of the three business units as the user customizes product preferences, industry preferences, and email format preferences.
DEG’s expertise and digital prowess provided Littelfuse a way to capitalize on the information gained from the preference center. As soon as a subscriber signs up for the email list, he or she receives a welcome email that includes a call to action to update his or her preferences. When the subscriber has provided its preferences, DEG created a triggered email that is sent, confirming the preferences were changed. Taking advantage of that engagement, the confirmation email contains a dynamically populated content piece with subject matter based on the preferences that were just selected.
Additionally, a re-engagement drip campaign was kicked off, with the purpose of gathering more information on subscribers already on the mailing list, instead of those who are new to the list, but who have not yet filled out their preferences. Collaboration between DEG and Littelfuse was key to determining the ideal number of emails and cadence for the re-engagement campaign.
DEG utilized triggered email sends knowing this data-capturing strategy routinely results in substantially higher open and click-through rates than business-as-usual emails. Since the creation of the preference center, 53 percent of the new subscribers to the email list have submitted their completed preferences, meaning not only is Littelfuse increasing its subscriber base, but it is adding actionable data about its customers at the same time.
The first email in the drip campaign saw approximately a three percent response rate, which is normal for a mass survey request. DEG continued its engagement and watched the response rate soar with continued outreach to the subscriber base through email. The number of subscriber respondents increased by 282 percent after three additional email sends. This surge pushed the response rate to 10.5 percent after four total sends, which is a massive number for a survey sent to an entire subscriber list, and proves data can be gained if the right steps are taken to ask for it.
DEG’s creative and strategic approach to email demonstrated its commitment to helping clients like Littelfuse achieve their objectives by engaging with subscribers and generating data-driven results.