As part of its Royal Redefined launch, Wausau Paper® chose an email campaign to inform and engage merchant, sales, printer, and specifier audiences about the new features, benefits, and potential applications of Royal brand papers.
Highlights
- Online marketing generated awareness of the re-launch and provided an overview of the Royal product line while prompting for email list opt-ins.
- Website included targeted messaging and information on product offerings, colors & textures, benefits, comparisons, marketing support, environmental advantages.
- Series of monthly emails focused on a specific benefits and features of the re-launched Royal line.Email design complemented existing printed materials and microsite and reinforced the Royal brand message of luxury and affordability.
Website and email campaign were successful, with consistently high open rates and a significant increase in opt-in subscribers.
