cLIENT CASE STUDy

Amatheon Animal Health

Amatheon is a leading Animal Health Distributor of Veterinary Specialty Medications™ in the nation. Their mission is to provide specialty hospitals with a comprehensive catalog of brand and generic medications, including controlled substances and supply-sensitive medications. 

4-6 Monthly Email Campaigns

E-commerce B2B Pharmaceutical Marketing Strategy

B2B Email Marketing for Amatheon Animal Health

The Challenge

Our client, Amatheon Animal Health, is a leading e-commerce B2B company in the animal health and medicine space. The company sells pharmaceutical supplies for dogs, cats, and other animals to veterinarian clinics and hospitals across the country.

The company was looking to take more advantage of HubSpot as a marketing Customer Relationship Management (CRM) tool to send better emails, engage with contacts and ultimately drive e-commerce sales. The client tasked Conway Marketing Group with creating and implementing an email marketing strategy to better manage and improve their email program.

Services

Email Marketing

l

Creative Services

Digital Marketing

Social Media Marketing

DELIVERABLES & ACTIVITIES

What We Delivered

  • Email Campaign Analysis: The project commenced with a thorough examination of Amatheon’s existing email campaigns, delving into aspects such as template design, campaign frequency, content quality, and engagement metrics. This analysis provided valuable insights into areas requiring enhancement, highlighted successful strategies, and laid the groundwork for formulating a comprehensive email marketing strategy.
  • Strategic Framework Building: Drawing from the insights gathered, CMG devised a strategic blueprint for Amatheon’s email marketing endeavors. Emphasis was placed on optimizing various email types including consistent product updates, one-off sales promotions, automated marketing initiatives, and a monthly newsletter. 
  • Email Templates: With the strategy in place, CMG shifted its focus towards implementation, crafting visually appealing email templates tailored to accommodate the diverse range of email types outlined in the strategy. The templates were designed to seamlessly integrate products from Amatheon’s website, facilitating enhanced engagement and click-through rates.
  • Designing Compelling CTAs: Collaborating closely with Amatheon, CMG identified and designed compelling Calls to Action (CTAs) to captivate customers and drive interaction with important updates pertaining to the company’s operations and customer service initiatives.
  • Segmenting Audience Lists: To ensure targeted messaging, CMG meticulously segmented Amatheon’s email lists and contacts, ensuring that each segment received tailored content relevant to their preferences and behaviors. This approach aimed to enhance the relevance and effectiveness of the email campaigns.
  • Delivering Engaging Content: CMG executed a robust email delivery schedule, sending out 4-5 emails per month featuring vital company updates and product sales. These emails were optimized for mobile responsiveness, catering to users across various devices, and included clear calls to action to drive engagement.
  • Leveraging HubSpot Features: Utilizing the capabilities of HubSpot, CMG deployed drag-and-drop email templates, captivating email hero images, and synchronized product libraries to create visually appealing marketing emails. This integration facilitated streamlined email marketing operations and enhanced campaign performance.
  • Conducting A/B Testing: To refine and optimize future email campaigns, CMG employed A/B testing methodologies, systematically experimenting with different elements to gauge customer preferences and fine-tune content strategies. This iterative approach aimed to continuously improve the effectiveness of Amatheon’s email marketing initiatives.

OUR IMPACT

The Results

The results of the email marketing engagement were immediate for the client. CMG measured the success of the email marketing efforts using a number of factors including deliverability, open rates, click-throughs, and sales. Additionally, the ease of creating new emails quickly was also an important point of success. Because of the templated nature of the emails delivered, new emails and business information could easily be sent to the company’s audiences when a need arose.

25-40%

Click-through Rate

99%

Delivery Rate

-1%

Bounce Rate

CMG implements innovative marketing solutions for us each day. Being B2B, we are reassured that our customer interactions are positioned for success. This trust has allowed us the flexibility to focus on growth, not maintenance.

David Yankana

Director of Operations, Amatheon Animal Health

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