Client Spotlight: 3 Men Movers in Texas
Here at SendinBlue we love hearing from our customers! We routinely get feedback from clients which helps us improve our software and inspire our ongoing efforts. While going through some client feedback recently, we came across this review:
“SendinBlue has allowed us to take our email marketing initiatives to the next level. With responsive design and the transactional email option, we are now sending powerful emails to our customers in the moments that matter most. Thank you SendinBlue for creating an easy to use email platform – we have been so happy!”
We wanted to know more about what kind of impact small business email marketing and transactional emails had on their business, so we sat down to chat with the author of this lovely review – Kate Sanderlin, Marketing Manager for 3 Men Movers. 3 Men Movers is one of the largest independently owned and operated moving companies in the state of Texas with 30 years of experience serving Houston, Austin, San Antonio and Dallas. As a Better Business Bureau Award Winner since 1997- 3 Men Movers takes pride in creating happy moves all over Texas.
Kate helped shed some light on how SendinBlue’s tools allowed them to elevate their marketing efforts. Here’s what she had to say:
Why did you choose SendinBlue for your email marketing?
“We had been sending out all emails from our CRM but our CRM’s primary function is not email, so our capabilities were fairly limited. We were really looking for something that would give us that ‘wow factor’ or edge through email… Quite a few of our emails have to be triggered from an agent. So since a service rep has to initiate these emails, we needed a platform that allowed us to do that – that could work hand-in hand with our CRM.”
What was your experience level with email marketing before getting started with SendinBlue?
“We really hadn’t done a lot with email marketing. We were emailing at the essential touch points of the customer interaction, but we didn’t have anything above and beyond that would let us set up a campaign to follow up with customers and reach out to them again at regular intervals. We were just emailing the pertinent information to customers when it mattered. So in using SendingBlue that was the first time as a company that we were able to organize campaigns and really open ourselves up to a true email strategy.”
Which types of transactional messaging are you using now that you’ve found successful?
“We just launched a new dispatch email. Prior to this, customers would get an email that just said ‘hey this is going to be your driver for your move tomorrow’ and it would just have the name.
Now we have a new email set up where you actually get to see a bio with a photo of who will be showing up to your house. Now you know what to expect, which is really nice from a consumer standpoint because it puts people at ease. That type of formatting has been a really big differentiator in terms of what we had available before through our CRM and what we can do through SendinBlue.”
Check out their new email template to the right!
What does the planning stage look like for you before you create and send out an email campaign?
“We use the stats from our dashboard to gauge our success with different campaigns. We do get feedback occasionally from customers who are particularly delighted (they will call in and tell us that they really appreciated different specific emails that we’ve sent), but otherwise we use those metrics that are available to us as an indicator of performance.”
Are there any metrics in particular that you’re especially focused on?
“Open rate is a big one for us! Previously when we did our confirmation emails through our CRM we were seeing about a 35% open rate from what we could gather. Part of the issue with using our CRM was that we really didn’t have access to that level of data so we were going based on how many people were confirming via email to be our indicator of open rate. So there was some cloudiness with that number. With SendinBlue though, we can see exactly who is opening an email and what they’re doing with it. Now we know we have a 70% open rate on our confirmation email.”
Have the transactional emails or email campaigns that you’ve sent improved customer satisfaction or retention?
“We’re getting a lot more people confirming the details of their move online versus calling in, which is giving our reps more time for sales calls as opposed to customer service, which is great!”
Have you seen any other improvements?
“With our campaigns we get to talk to our customers about our ancillary offerings, like packing services. So we use SendinBlue to communicate about services that people may not be aware of or may not know that we offer. So when someone sets up their move, we can email them a few weeks prior and try to up-sell them on additional services. We actually have seen a small increase in the sales of these services as a result.”
So what’s next for you in terms of your email marketing efforts – what do you envision doing down the line?
“We have found a lot of options regarding what we can do with SendinBlue, so I don’t even think we’ve scratched the surface in terms of where we want to go with email campaigns! I really think that nowadays when people get an email, they’re expecting something from it. So any time you get an email you’re expecting a freebie or a promo or something along those lines and that’s not something that we’ve historically done as a business. So as far as where we could go from here, I think we may look at growing in that way.”
Ready to launch an email marketing strategy that will resonate with your customers? Check out how SendinBlue can help you get started!