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HYDRO SYSTEMS
CASE STUDY

Email, retargeting

The situation

Due to concerns over COVID-19, commercial laundries and businesses with on-premise laundries have greater interest in proper cleaning techniques to kill the virus. While Hydro Systems typically sells products through chemical providers and distributors, this presented an opportunity for them to communicate directly with the end user about the necessity for reliable and accurate chemical dispensing.

We were asked to execute a lead generation campaign with the goal of generating interest and creating demand for Hydro Systems’ products and services.

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The strategy

Due to time sensitivity, we focused on digital tactics. We procured a list of prospective end users, influencers and decision makers within commercial and on-premise laundries. We sent an email and served retargeting ads, pushing them to a microsite with information, resources, downloadable content, and a lead capture form. We also implemented website visitor retargeting and call tracking.

Messaging addressed user’s pain points, positioned Hydro Systems as the solution, and reinforced them as a market leader.

Given the business disruption caused by COVID-19, the educational approach we took, and the audience not having a direct relationship with Hydro Systems, this campaign exceeded expectations. The email open rate was above average and click rate was on target for a blind prospect email. CTR for email retargeting was within expected parameters and website visitor retargeting performed slightly below average, likely due to audience size. Additionally, the campaign contributed to an approximate 5% lift in Hydro System’s primary website traffic.

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