Discover

Butters John Bee are a major regional player in the property world of Staffordshire, Cheshire and Shropshire. With the services of a national chain, but the heart and soul of a local advisor, the estate agency wanted to find a way to engage with their leads in a cost-effective way that would lead to better conversions.

We had already worked as a creative partner in rebranding Butters John Bee and had developed and launched their website, so we knew the brand inside out—and understood what would work best for their needs.

Create

We knew instinctively that content automation would be a game-changer for Butters John Bee. It’s a system that nurtures your leads while you’re busy with work. When developed with care and skill, they create bespoke workflows that guide enquiries towards the right result and sends them the right information at the right time, segmenting them into user groups so you can market more effectively.

Enquiries from the website received an automatic response that sends the user along a flow of exchanges, with the result being that they get to exactly where they need to be. By segmenting each user based on their needs, we could improve engagement in our campaigns: we already knew who they were, that they were interested in hearing more, and what their specific desires would be—in terms of areas like location, property type, and even the time of year.

Part of the delight in this campaign was really bringing the brand to life in the emails, carrying over the tone and visual elements that make Butters John Bee so trusted. The ‘bee’ theme of the brand appeared across the campaign, for instance, adding a light and personal touch.

Results

The campaign performed as planned. More leads converted, and greater trust built between client and customer. Over a single year, the Active email series sent over 18,000 emails. On average, the system enjoyed a 52% open rate and an 8.5% click-through. The Vendor engagement series, to pull out a single stream, did even better, with a 57.6% open rate and 13.2% click-through.

Overall, the content automation series generated 60% of the conversions that came through email to the client, and the traffic that came through these series had a 2.66% conversion rate—well above the website average. They also generated 3x more assisted conversions than direct emails.

A smart campaign that took the complexity and cost out of effective email marketing—and gave the client a buzz.