Email Warms-up Consumers for Aprilaire Dealers

With an attractive offer for its Aprilaire Whole Home Humidifier, Aprilaire invited a sampling of its US dealers to participate in a special test direct-to-consumer email program. Home owners received a money-saving Aprilaire offer from their local dealer, asking them to call to learn more or schedule an appointment. A campaign-dedicated microsite supported the email’s key messages and reiterated the offer, call-to-action and the local dealer’s contact information. The first email send generated an open rate more than double the industry average and generated 60 phone inquiries for the participating dealers.