BrightWave Preps SiteOne Customers for a New Online Landscape
SiteOne Landscape Supply is the #1 destination for landscape professionals. They recently launched a new website with eCommerce functionality. For a company that has traditionally done sales in-person or over the phone, supporting adoption for the online shopping platform required some repositioning and education materials for their customer base. They recruited BrightWave to help bring the spirit of personalized service to an engaging email series announcing the web updates.
As the new and improved website was rolled out to customers on a regional basis over a 6 month period, BrightWave collaborated with SiteOne to launch a series of emails supporting each region. Since it was important to include plenty of educational content, BrightWave incorporated video tutorials, wrote comprehensive feature descriptions, and prioritized account setup links wherever possible. Also, they included personalized URLs with account setup prompts to help streamline activation and create a custom log-in experience.
The overall approach to this series used many B2C best practices, despite sending to an audience primarily consisting of small business representative and contractors. The content centered around online benefits and the convenient UX updates, rather product info or specific B2B tips. Ultimately, the decision to keep these emails just as customer-focused as the SiteOne store experience paid off.
The key KPIs for this project were account setups and revenue from the new site. The numbers speak for themselves: BrightWave surpassed client goals when reaching more than 10,000 new user accounts and over $1 million in sales. Moreover, the data showed email was the primary driver for conversions for online accounts.
Another indicator of this campaign’s success was the client’s satisfaction. Colleen Romero, Director of Digital Marketing for SiteOne, commented, “BrightWave helped us deliver early success in the launch of the new SiteOne.com. The team built and executed a strong, multi-touch email strategy that helped us onboard our customers quickly and drive revenue from online orders. The team also helped us identify email marketing opportunities for additional success during our rollout. Our BrightWave team is a key partner for our digital marketing efforts today and in the future. “
Here are a few emails from the campaign:
The BrightWave team has been extremely flexible. This is what makes BrightWave a critical partner. Our business changes quickly which causes sudden changes in direction that we must react to. BrightWave has done a great job of shifting resources to keep advancing the work.