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Spyder Trap was founded in 2008 to help clients get more from their digital marketing.
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1. How can a 100-year-old company update its email marketing strategy to stay ahead of ever-changing needs?
As one of the largest uniform and linen supply companies in North America, AmeriPride has extensive experience and expertise rooted in over 100 years of the company’s history. Everything that AmeriPride touches must be “clean.” And just like its core service of laundry must be clean, AmeriPride also strives for clean processes and customer service. In 2013, they asked Spyder Trap to freshen up their digital presence in the area of email marketing. We were tasked to create an email process that would match the level of operational and customer success for which AmeriPride had come to be known for.
2. Finding the needs of current users to build for future success
When AmeriPride came to us, they had been using email marketing sparingly, with varying results. While the template they used had some good qualities, it provided very little in terms of flexibility. AmeriPride knew that its content needed to be customized for different customer segments, but this was difficult to achieve without a team of digital experts. The other caveat: When it came to digital communication, mobile users weren’t having the same quality experience that they came to expect from AmeriPride’s other customer-facing operations. The question at hand was: How could Spyder Trap help make sure AmeriPride was effectively reaching current customers while creating flexible email marketing infrastructures to serve future needs?
3. Solution: Provide a highly customizable and mobile-friendly email template for easily accessible content
The solution focused on AmeriPride’s needs; a flexible, easy-to-use email platform that would provide mobile responsiveness. For flexibility, we took elements of past templates AmeriPride enjoyed and created a brand new template to use in our SpyderMail platform, using numerous content block types to fit any future content needs. Everything we created was designed and developed with a mobile focus to effectively reach AmeriPride’s audience. SpyderMail is intuitive and easy to manage, but because AmeriPride would be managing their email sends in-house, we wanted to set them up for success once we handed them the baton. Thus, we trained them on the platform and showed them best practices to maximize their preferred outcomes.
4. Outcome: Future-proof email marketing for AmeriPride
The new template, SpyderMail platform and mobile-friendly designs allowed AmeriPride to immediately start reaping the benefits of increased web traffic and ecommerce transactions. Just as importantly, AmeriPride staff are trained to replicate our successful email campaigns — whatever changes may occur. The varying content blocks allow AmeriPride to adjust for inevitable changes in content needs, while the training and consulting from Spyder Trap ensures effective campaign management. No matter what device AmeriPride’s customers use, their responsive email designs will adjust, clearing the way for a seamless user experience. Spyder Trap helped AmeriPride achieve their immediate email marketing goals without having to sacrifice a long-term focus.