Lydian Naturals Case Study


​3 Emails Generate 284% Increase in Sales and 98% ROI


The Challenge
 
After 20+ years in the personal care products business Lydia was frustrated.  More than frustrated, she was just about ready to give up the business she loved and go work in a retail store.
 
Lydia had several high end retail stores that carried her products.  But the problem was selling wholesale didn’t generate enough of a profit.
 
She made her products in her kitchen at home.  She didn’t have the manufacturing capabilities to produce enough product at low enough cost to make selling wholesale viable.
 
She needed more retail business.  She started working farmers markets every weekend during the sweltering summers in NC. 
 
Though she was selling retail, there just wasn’t enough business at these markets to justify the time and expense getting ready for them and the time away from her husband and young son.
 
But the farmers markets and festivals she worked did have a positive aspect. 
 
The Strategy
 
Exposure.  More people got to know about her wonderful handmade soaps and all-over body lotion.  Even if they didn’t buy at the time, they got to know Lydia herself and the friendly, go-the-extra-mile personal service she offered.
 
And they learned about her website.  She began collecting email addresses.  She compiled a decent, though small list, about 60 names and addresses.
 
Bill Saunders suggested instead of putting her efforts into wholesale and small retail outlets like farmers markets, she use the email addresses she’s collected and focus on email marketing.
 
The Result
 
He wrote 3 different email promotions for Lydian Naturals. They went out during December, obviously a busy buying season.
 
The results: the 3 emails had an average of 59% opens and 14% clicks. 
 
(The industry standard for beauty/personal care products is 13% opens, 1.2% clicks.)
 
What it meant for Lydian Naturals was a 284% increase in sales from the previous year’s December sales and ...
 
Lydian Naturals Marketing ROI: 98%.
​
Bill Saunders
200 Milpass Dr
​Holly Springs, NC 27540
919-590-9665
[email protected] 
www.bsaunderscopywriter.com

Raleigh Oak Charter School Case Study


​Emails Helped Make a Dream of a Public Waldorf Charter School a Reality


Melissa Stansbury, Board President of Raleigh Oak Charter School had an urgent problem.
 
The deadline for the application fee for approval of the charter school she was helping found was approaching fast and they were far short of the needed funds.
 
Her efforts had mainly focused on raising money through Facebook and Go Fund Me.
 
But it wasn’t enough.  She needed $1000 and so far had raised just over $400.
 
Then she met Bill Saunders.  When he learned of her predicament, he asked if she had a list of email addresses of people who’d donated before or shown interest in the school.
 
Yes she did.
 
Bill volunteered to write a series of fundraising appeals for her.
 
3 emails were sent out over a 2 week period.
 
Raleigh Oak Charter School got the funds they needed for the application.
 
Melissa Stansbury wrote:
 
​“Hi Bill,

Thanks so much for helping us not only meet, but exceed our fundraising goals. 
 
Thanks to your carefully crafted letters we received more than enough donations to submit our charter school application. You were professional and helpful. 
 
I appreciate the care and thoughtfulness you put into your work for us! If we have future fundraising needs, we will be sure to call you!”
 
Melissa Stansbury
Raleigh Oak Charter School Board President

​
Bill Saunders
200 Milpass Dr
​Holly Springs, NC 27540
919-590-9665
[email protected] 
www.bsaunderscopywriter.com