Artisan
Email Automation & Social Advertising
Engineering a personalized and welcoming experience for new leads converting from social ads.
Using their mastery of craftsmanship and premium materials, Artisan Custom Doorworks specializes in creating high-end custom garage doors. With a focus on attention to detail, they’re passionate about building entry solutions that enhance the appeal and value of each home.
The Challenge
Artisan’s social media advertising was pulling in leads looking for more information on a garage door that caught their attention. However, after submitting a form on Facebook, users weren’t receiving any communication from the company until the sales team could manually follow up. As a result, Artisan was missing out on the opportunity to begin building a relationship with the new prospects directly after they responded to social advertising.
Our Strategy
Our team made use of a special platform feature to connect Artisan’s email with their Facebook. Then we set up a personalized and automated welcome series that would be delivered to each lead’s inbox shortly after they submitted a form on Facebook. This gave Artisan a new opportunity to instantly build a positive rapport with leads ahead of their sales team reaching out.
The Results
In the first few months of implementation, the new email series welcoming new Facebook leads started off strong with a 31% open rate. (Which is higher than the average 21% open rate for email.) As an added benefit, Artisan now has the opportunity to take users acquired from paid advertising and continue building a relationship with them through other ongoing email marketing efforts.
