Datran Media Enables 660 Percent Revenue Lift for “Year of the Dog” Email Newsletter Campaign

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Datran Media’s StormPost email system helps boost only natural pet store subscriptions, clicks and conversions.

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We expected an increase in subscriptions, but the affect ‘Year of the Dog’ had on our overall revenue and customer satisfaction was truly overwhelming.

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Powered by StormPost email automation system from Datran Media, Only Natural Pet Store announced that its “Year of the Dog” newsletter campaign has resulted in a 660 percent increase in revenue from the first email over the previous email average.

The StormPost email marketing automation system allows Only Natural Pet Store to respond to customer preferences with automated email campaigns that address individual customers’ specific interests in holistic pet care. Datran Media’s StormPost support of Only Natural Pet Store’s one-to-one communications has allowed the company to develop and build unique relationships with each of their customers. This has resulted in significant customer and revenue growth for the online company.

“We are delighted with the results of our first full campaign with Datran Media,” said Director of Online Marketing Julie Dye. “We expected an increase in subscriptions, but the affect ‘Year of the Dog’ had on our overall revenue and customer satisfaction was truly overwhelming.” The multitude of new subscribers is attracting new vendors and partnership opportunities to the Only Natural Pet Store brand. Holistic care is proving to be top-of-mind for a broadening segment of pet owners.

Only Natural Pet Store launched the “Year of the Dog” campaign in February 2006. To date, the campaign has resulted in a 660 percent revenue increase for the company. After the launch of the campaign, subscriptions to the “Year of the Dog” newsletter immediately grew 16 percent. Currently, an average of 900 new subscribers join the Only Natural Pet Store community per outreach. Only Natural Pet Store is able to track these subscriptions in real-time via StormPost 2.5’s reporting interface. The email system’s dashboard also allows Only Natural Pet Store to see subscriptions convert to online sales.

“Year of the Dog” is generating climbing open and click rates as well as Web site visits. Dye attributes this to an audience that is now more brand aware and comfortable in their relationship with Only Natural Pet Store. Since the campaign launch, revenue generated directly from links within the emails has risen 147 percent over the same amount of time prior to the “Year of the Dog” email campaign’s debut.

Lana McGilvray, vice president of marketing for Datran Media, states, “Only Natural Pet Store is a brand that means something to its audience and advertising partners alike. It has brand equity and trust. Those are things that increase in value over time as brands live up to their promises. I am not at all surprised by Only Natural Pet Store’s results. When the brand came on board, I had a feeling we had an early success story in the making. Datran Media is thrilled for our client.”

About Only Natural Pet Store

Only Natural Pet Store was created to offer healthy, natural pet care products that are consistent with a holistic approach to pet health. All of the products offered for sale at Only Natural Pet Store are of the highest quality and made of natural ingredients. Only Natural Pet Store does not offer products that contain substances that could be considered dangerous, carcinogenic, unhealthy, or harmful to the environment. To learn more, please visit: http://www.onlynaturalpet.com.

About Datran Media:

It’s not just marketing, it’s Outperformance Marketing! Datran Media is a leading performance-based marketing company with enabling technology that connects marketers to consumers through a comprehensive set of email marketing and digital media services. Datran Media’s expertise resides in online list management, customer acquisition, email delivery and compliance solutions. For further information, please visit the Datran Media Outpeformance Marketing Journal.

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Carla Vicens
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