ALK drive sales through email marketing

Award winning Sat Nav software providers for the iPhone ALK needed an email marketing software solution that could provide accurate reporting information and sophisticated tools to help them to get the most out of their database.

The challenge

ALK offers mobile Sat Nav software to a large international audience, such as ‘CoPilot Live’ the award-winning GPS Sat Nav system, which runs on your iPhone.  They rely on quarterly email marketing activities to drive large amounts of traffic to their website - so accurate email campaign analytics are essential.

The importance of reporting

Christian Oliff, European Webmaster for ALK explains 'Since our newsletters are an important source of sales, finding an accurate, cost-effective method of measuring response was essential'. 'We found our USA-based email reporting solution wasn’t that easy to use and didn't have the features we required to keep tabs on our newsletters' performance.'
Total email reporting solutions

The marketers at ALK needed sophisticated reporting functions that would give them accurate feedback on what their customers were reacting well to. They switched to PureResponse, which could provide the reporting functions that ALK required and began using the ‘hotspot’ overlay reports. This enabled them to map the areas on their mail-outs that recipients were clicking the most.

‘The ‘hotspot’ overlay reports gave us an extremely in-depth view of our customers' behaviour. It's the killer feature - you can almost see where people's eyes are travelling across the page,' says Christian. 'You can log into the control panel and see which are the most popular links and tailor newsletters around the most popular areas.'

Driving traffic and sign-ups

The ALK team was now able to identify areas that maximising response and track links that were driving the most traffic.

In particular they noticed that software upgrade offers were attracting the most clicks:

'We now always include a 10 or 20%-off upgrade offer in our mail shots', says Christian. Since making this change, ALK has seen an increase in the numbers visiting their site.

The offers not only drive traffic to ALK’s site, but encourage database sign-ups and repeat visits, since offers are only available to people on the mailing list. As a result of using PureResponse ALK's email database doubled in the first 18 months of use.

More power and control

'PureResponse has given us power and control over every element of delivering and analysing the success of an email campaign,' says Christian.

'We've really become aware of how important email marketing is in up-selling to our existing customers and we've stepped up our efforts in getting new customers to register their products.’