There are certainly some industries ripe to produce the razzle dazzle social media content that we love to see in our newsfeeds—the beautiful models, game-winning…
YRC Freight was the largest subsidiary of Yellow Corporation (formerly YRC Worldwide Inc) and specialized in less-than-truckload freight shipping. Yellow Corporation was the holding company for a portfolio of brands including YRC Freight, YRC Reimer, New Penn, Holland and Reddaway, and its companies had the largest, most comprehensive network in North America with local, regional, national and international shipping capabilities.
39.5%
Unique Open Rates
13.8%
Click-to-View Rate
14.7%
Increase in Accounts Created
YRC Freight created an online shipping portal that allowed customers to price and schedule their own shipments. While there were also free shipment booking tools available to anyone, registering as a user provided additional benefits: discounted rates and time-saving features, such as shipment tracking, manifest management and access to invoices. For YRC Freight, the portal offered the ability to communicate directly to their target audience, maintaining visibility and garnering repeat purchases.
YRC Freight offered an online quote form where businesses can book their own shipments. While use of it was free, YRC encouraged users to sign-up for a portal account to receive discounted pricing and additional services – leading to repeat purchases. YRC noticed that many people using the public quoting tool did not have online accounts, despite the benefits of creating one.
Working with emfluence for email strategy, YRC created a two-part email nurture campaign targeted at the non-account-holding users of the public quoting tool, encouraging them to register for an account. The first email triggered immediately after someone used the online quote request form, and it was determined that they don’t have an online account. The two triggered emails were sent over two days—a time frame when the person is most likely to engage—with a call to action of account creation.
For the two-part email series, YRC and emfluence leveraged two types of email creative: the first email, deployed the day after a user without an existing account generated an online quote, was an HTML email that included images and visually attractive representation of the benefits of creating an account. The second email was triggered two days later and was text only. This email also included the benefits of creating an account, but the removal of the images ensured that recipients who don’t download images will still see the full message. Additionally, the creative reinforced the benefits of registering for a YRC Freight account, specifically that you could get better shipping rates. This message was expected to resonate with the audience, as it included shippers who were using the online quote form without a YRC Freight account, likely unaware of the cost-saving benefits an account provided.
Automating the campaign allowed YRC to communicate with online quoters immediately following their interaction, capitalizing on the positive experience and incentivizing sign ups with better pricing and time-saving services.
With the primary goal to increase account creations and a secondary goal to create visibility around the account creation benefits, the campaign produced the following results:
There are certainly some industries ripe to produce the razzle dazzle social media content that we love to see in our newsfeeds—the beautiful models, game-winning…