Integrated Managed Email

The Opportunity
Purex has always been known as a cost leader in the laundry care industry; however, Purex is just as effective as many of its competitors. As such, Purex’s mission from 2010 to 2011 was to rebrand itself – moving away from being a value brand and moving towards becoming a trusted laundry care provider. Purex, by giving away free samples, obtained over half a million names so with a new, captivated audience, Purex came to Defero to ask how we could best leverage this asset and become a true leader in the industry.
 
The Approach
Defero developed the Purex LaundryHelp eNewsletter to house all relevant Purex materials to distribute to hundreds of thousands of Purex subscribers. The eNewsletter focuses on providing exclusive deals and offers to the email family, providing laundry care education, and a venue for Purex audience members to talk back to the Brand by participating in Polls and the like. The key creative components for each publication were constructed to yield maximum engagement from the subscriber. From design to messaging, all elements of the Purex LaundryHelp eNewsletter featured specific calls to action for the subscriber to garner the highest engagement levels possible.

In addition to the Purex LaundryHelp eNewsletter, Defero took the reins of Purex promotional email deployments to announce new products, new coupons, the launch of Purex Insiders, etc. These publications were more design-focused, and their primary call to action was to try a new-to-market product and was accompanied by a coupon for added incentive. Ongoing list management, cleaning, subject line testing and other best practices were implemented throughout the deployment series – enabling Purex to be the email beacon for Henkel NA.

The Results
Throughout the eNewsletter series and all other Purex email deployments, Defero closely monitored the deliverability and engagement metrics of each deployment. Each deployment far exceeded predetermined benchmarks for success set by the brand and Defero. Success metrics for deliverability reached 99%, open rates reached 49.6% and click through rates hovered around 10%. Purex, and Defero, were incredibly pleased with the engagement metrics, which indicated that hundreds of thousands of Purex subscribers were opening and tens of thousands were clicking through the email to learn more, read further or engage deeper with the brand.