HeatTrak snow-melting mats are the leader in portable electric snow melting mats for residential and commercial use. They have a great product, great reviews, and great visibility. But these days they’re dealing with increased competition, especially in the lucrative American market.
The challenge for HeatTrak was a lack of knowledge of Canadian culture. Most of their customers are in the USA, but in 2016 they wanted to make a push into the Canadian market. So I was brought in to write some emails targeting Canadian leads.
In many ways, Canadian and American audiences are the same. They have the same hopes and dreams, the same pain points. But there are some major differences: currency, measurements, temperatures and so on. My goal was to create an email marketing campaign that would let Canadian customers know that HeatTrak understands their needs and cares about their business.
This email had an open rate 50% higher than HeatTrak’s average, and a CTR 100% higher than the average. Unfortunately, I don’t have access to the sales stats, so I don’t know if the email generated new sales.
