Sample Emails:
Microsite:
DAP
DAP® Products, a building products brand that’s well-known by DIYers, wanted to grow revenue among professional contractors and earn shelf space at lumber dealers and window/door distributors.
Identifying the three primary audiences – dealers, contractors and DIYers – True mapped out a communications plan that would connect with buyers at various stages of the marketing funnel using content and incentives to pull them closer to the point of purchase. True Digital created a microsite to support the campaign with audience-specific automated email workflows to send tailored messaging to those who expressed interest in the QUICKKIT. In addition, a YouTube ad series continues to support awareness and lead generation.
Started in July 2018, this is an ongoing campaign. The results as of July 2020 include:
total leads
Contractors
DIYers
Dealer-submitted leads
email open rates among DIYers and contractors respectively, well above the construction industry’s 14.4% average email open rate
people purchased the product and redeemed the $50 rebate
