The Z-Wave Alliance’s industry-facing newsletter was revamped to include a new, design-conscious template, an editorial calendar, and fresh content and trends that matter to the smart home and related IoT industries.
The newsletter drove increased open and click-rates with engaging and diverse content from a variety of contributors; it also increased member participation with new monthly topics, outreach and social media, and content marketing efforts.
Email open-rates increased from 10-15% to over 75%; unsubscribe-rates decreased from 2-3% to less than a percentage point.
The Z-Wave Alliance needed a communications partner to design a series of campaigns with a multi-pronged approach through PR, social media, and digital marketing to help reinvigorate their brand. As a part of the initiative, the Alliance e-newsletter was identified as a key opportunity for growth and rebranding to improve upon internal communications with existing members, as well as thought-leadership for the smart home industry and to garner potential members and external interest.
Though at the time the Alliance was made up of several hundred member companies, the newsletter lacked representation from these brands, and, thus, did not represent the true voice behind the Alliance. The previous newsletter often struggled to deliver compelling content that captured attention and it lacked a definitive strategy. Prior to the relaunch of the Alliance newsletter in July 2016, the newsletter had an average open-rate of 10-15% per distribution—distributed to over 5,000 contacts—with an unsubscribe-rate of 2-3% per email.