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As reported back in the November 2020 newsletter email marketing is still a winner. Used strategically, email marketing can leverage brand awareness, generate new customers, and solidify customer retention and loyalty.

Maintaining a robust and engaged email list is key to success. Adding new members is one way to keep the program successful. Canada Beef ran a 6-week digital membership drive campaign from February 8 to March 22, 2021. The campaign ran across 6 major markets –Vancouver, Edmonton, Calgary, Toronto, Ottawa and Montreal (English only).

The campaign creative was a combination of static and dynamic ads highlighting a few reasons to join the Make it Beef Club.



The strategic approach taken was three-fold
  1. Reach Canada Beef’s target audience by aligning with food, recipes, and healthy lifestyle content that users are engaged with online.
  2. Leverage a tried-and-true mix of social and programmed ad tactics to generate strong interest for the Make It Beef Newsletter, based on historical performance
  3. Focus media dollars in major Canadian markets to maximize impact on digital channel.
After the six weeks the campaign finished strong.

Key Takeaways
  • Campaign showed strong results, yielding 2,569 newsletter sign-ups.
  • Social campaign was the top performer throughout with Facebook driving most newsletter signups.
  • Campaign reached 1.06M through programmed digital ads and 188K (social) unique users.
  • Seeing the ads on desktop computers drove the most conversions, while mobile ads drove the most clicks. That said, both devices performed relatively evenly across all key metrics
  • The strongest market was Ontario & Alberta; British Columbia was the only region where we haven’t recorded conversion.
With this campaign new members were sent an automated welcome email to make them feel welcome. This email let the individual know that they had successfully signed up and when they would receive their first email.
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JOYCE PARSLOW
Executive Director, Consumer Marketing

CONTACT US
Suite 146, 6715 – 8th Street NE
Calgary, AB Canada T2E 7H7
Tel: (403) 275-5890
[email protected]
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