1. The Challenge
The Solution
Twiddy uses email marketing to increase bookings for its Outer Banks
rental properties. If you had asked the company several years ago if it
was happy with its email marketing provider—which, like many others,
offered only basic message creation and sending services—Twiddy
would have said yes.
As Twiddy’s email marketing needs evolved over the years, however, the
company became less content with its basic email marketing solution. In
2010, Twiddy found itself looking for a more sophisticated email
marketing provider.
Customer:
Twiddy & Company Realtors
Website:
www.twiddy.com
What They Do:
Twiddy & Company Realtors has been helping families find
their perfect Outer Banks, North Carolina, vacation rentals
for more than 33 years. The company combines its unique
understanding of the coast with true southern hospitality to
bring vacationers the best of the islands.
Twiddy Uses iContact to Connect
Beachgoers with Dream Vacation Rentals
Customer Success Story
Success Snapshot
150% increase in clickthrough rate
55% increase in ROI
40% increase in open rate
Twiddy’s search led it to iContact, whose segmentation, managed services, and real-time tracking
promised an easy path to advanced email marketing.
Twiddy had found that among all of its subscribers, previous guests were the “sweet spot” for
bookings. The company’s old email marketing solution, however, hadn’t made segmentation easy.
With iContact, Twiddy was able to segment out this group of subscribers, send targeted messages,
and then track individual interactions, including opens and clicks. Reservations for Twiddy’s rental
properties flowed in as previous guests received more relevant messages.
Plus, the messages didn’t only speak to subscribers’ needs; they were also more engaging. Before
joining iContact, Twiddy described its email templates as “cookie cutter.” With the help of its
iContact account manager, however, Twiddy was able to create visually stunning, branded email
templates that transported subscribers to the decks of their next vacation homes.
Twiddy’s improved email sends often caused a substantial spike in calls, emails, and visits to the
company’s website. iContact’s real-time tracking capabilities began to have a hand in how
Twiddy—a small, family-owned and -operated business—allocated its resources across offices. By
monitoring real-time opens and clicks, as well as historical engagement levels for its lists, Twiddy
could anticipate how to arrange resources to ensure quality and timely responses.
Today, Twiddy’s email marketing goals are growing along with iContact, whose newer features, such
as Social Tools, give Twiddy an edge up on the competition.
If you want to graduate from being a Padawan
and become the Jedi master of email
marketing, you need iContact’s managed
services. Our iContact account manager
teaches us the best email marketing tips and
tricks and helps us put them into practice.”
— Ross Twiddy,
Marketing Director,
Twiddy & Company Realtors
www.iContact.com