Daniel Burstein

Email Marketing: How Ferguson Enterprises generated over $10 million in online revenue

July 14th, 2015

Well, it’s that time of year again in Jacksonville, Florida. The sun is shining. The summer skies are blue. Surf’s up at the beach. And we at MarketingSherpa are doing our best to ignore the siren call of summer to focus on … applications.

Lot of applications. Over 300 applications to speak at MarketingSherpa Summit 2016 in Las Vegas, to be precise.

It was around this time last year that I came across a truly remarkable story. While culling through all of the speaker applications for MarketingSherpa Email Summit 2015 to find the best stories to share from the stage, I came across the story of Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises — the largest plumbing wholesaler in North America.

Mary and her team combined offline and online efforts to generate more than $10 million in online revenue through the Ferguson Rewards program, which included more than 90 in-person events. Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Mary in the Media Center at Email Summit before her session.

“Be transparent about what you’re trying to do with the customer information they’re providing to you,” Mary advised.

She also talked about the necessity of having quality content.

“In 2015, mediocre content is no longer okay. It’s really important to make sure that … you’re the source of information for your customers,” Mary said.

After her time in the Media Center, I interviewed Mary onstage about her entire case study. She took the audience through the customer journey of two personas and the targeted offers and content that helped them move through Ferguson’s funnel.

 

You can follow Daniel Burstein, Director of Editorial Content, MarketingSherpa, @DanielBurstein.


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Daniel Burstein

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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