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Case Study
TRX
Using automation to achieve next level of
marketing sophistication results in 583% ROI
The Company
The Challenges
• Creating
sophisticated
campaigns that are
easy to execute while
providing high ROI
• Needing additional
functionality,
including a
Salesforce.com
integration
• Unable to execute
necessary marketing
campaigns without
external help
The Benefits
• Welcome program
achieved an average
open rate of 68%,
with a 40-50% click
through rate
• Shopping cart
abandonment
campaign earned a
583% ROI in the first
four months of launch
TRX (Fitness Anywhere LLC) sells fitness training products and exercise programs designed for
individuals, athletes, fitness professionals, and the U.S. military. The company was founded in
2005 and is based in San Francisco, CA.
The Challenges
In the fast-growing world of the physical
wellness market, staying ahead of the
competition is crucial to achieving professional
success. This means creating sophisticated
campaigns that are both easy to execute and
maintain while also providing high ROI.
“
If it weren’t for
Silverpop, we could
not have reached
this level of marketing
sophistication
without hiring outside
consultants. The results
have been huge and it
was so easy to learn.
TRX understood the value of marketing
automation but did not have the capability to
execute these types of programs with its email
service provider without seeking external help
Jennie Beyer
Senior Manager, Digital Marketing
or investing in extensive system integration
TRX
development. As the company grew, it
became clear that additional functionality,
including an integration with Salesforce.com, was needed to move to the next level of
marketing sophistication.
”
The Solution
Following a detailed selection process, TRX chose Silverpop because of its superior Programs
functionality and Salesforce.com integration capabilities, in addition to the fact that Silverpop
Engage supports both B2B and B2C marketing, as TRX markets to both audiences.
After going through Silverpop’s SureCare onboarding program and becoming properly
whitelisted, one of the first campaigns they implemented was a 3-step welcome campaign
using Silverpop’s Programs functionality. The drag-and-drop functionality built into Engage
Programs made it easy for the marketing department to implement this program without any
external help. Because working with Silverpop Programs was so user-friendly, they went on to
create a successful 3-part re-engagement campaign to entice customers to come back to their
site using an email series combined with an offer.
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In addition, TRX created a cart abandonment campaign that utilizes Silverpop’s Transact
solution and an integration with SeeWhy, which allowed them to send cart recovery emails in
real-time.
The Results
With Silverpop Engage, TRX has been able to implement a complex marketing program
without any external assistance, allowing them to reach three very specific audiences that are
challenging to engage: new customers, cart abandoners, and inactives.
The welcome program emails have an average open rate of 68%, with a 40-50% click through
rate, and will now include a Facebook element to drive new opt-ins. The shopping cart abandonment campaign has also achieved impressive results, earning a 583% ROI in the first four
months of launching the campaign, with 70% of their conversion coming from the first email
in the series.
In keeping with their culture, innovation and drive are both constants at TRX. Next steps will
be to create a lead scoring model to coincide with its new website launch and a nurture campaign designed specifically for trade show leads.
“At TRX, we are always working to reach the next level,” says Jennie Beyer, Senior Manager,
Digital Marketing. “Whether that is in the gym or at the office, we are constantly pushing ourselves to improve. If it weren’t for Silverpop, we could not have reached this level of marketing
sophistication without hiring outside consultants. The results have been huge and it was so
easy to learn. Thank you for helping us get there.”
To find out more about Silverpop’s Engage solution and how it can benefit your company,
please contact us at 1-866-745-8767 or +44 20 7288 6343.
Visit us at www.silverpop.com
silverpop.com © 2012 Copyright Silverpop. All rights reserved. The Silverpop logo is a registered trademark of Silverpop Systems Inc.
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