How to Use a New Brand Rollout to Build Your Email List

May 26th, 2016

Mouse had recently completed a rebranding process with exciting results. We had the pleasure of working to apply and extend the new brand throughout Mouse's print and digital collateral.

Driven by the fact that the rollout was going to precede a new website going live, Mouse felt strongly that they wanted to communicate something about the new brand while the new site was being designed.

In collaboration, we designed and developed a simple splash overlay that would appear when visiting the old site, but we felt strongly that if you are going to create an overlay that “interrupts” a visitor’s browsing it should have something to inspire engagement.

Mouse modal to subscribe to learn more about brand rollout

The Engagement Opportunity

A micro-engagement is a small opportunity to engage your constituents that does not take a lot of time or resources to employ and support. We love them as they represent opportunities to experiment and to learn from the experience.

We engaged our inbound marketing and automation thinking and proposed asking people to sign up for Mouse’s mailing list to keep them informed as we unveiled the future of Mouse. It was a small experiment, requiring minimal effort. If people sign up, we can invest more time in doing more, if they don’t, there’s minimal risk.

We set up a unique list in their mass email service that we help manage and wired it up to the splash overlay.

The overlay and amount of email signups was a significant success for Mouse.

The overlay with email sign up averaged 2 new signups a day after it went live. From September through end of March, over 300 new email subscribers were added to Mouse's list.

Outside of the metrics, there were a significant number of sign-ups perceived as quality followers. They were from universities, K-12 schools, companies and organizations that were within the audience sphere that Mouse wants to engage with.

Early Success Inspires Extension

As sign up momentum continued steadily early on, we suggested expanding the micro-engagement a little further and the team agreed. 

We created a series of desktop and phone sized wallpapers that visually expressed the Mouse brand and set up an automated email to be sent to new subscribers.

Strategically, this gave a way for people to interact with the brand further and for Mouse it created an opportunity to see if certain subscribers were more engaged than others.

The results of the automated email were very respectable.

Metrics for the automated email included a 50% open rate, 16% click rate (wallpaper download), and only a single unsubscribe.

Micro-Engagements All Around

You are likely already micro-engaging all over the place. Arguably sharing a post to Facebook or picture to Instagram have the intention of engagement in a small and cost effective way. 

Beyond the social platforms, examples like Mouse’s email sign up opportunity along with tactics such as simple landing pages or exploring ways to use evergreen resources to inspire engagement are important. There needs to be a place to experiment and to learn. When you have a success, you need to test your agility to be ready to extend or pivot to explore further maximizing the opportunity. 

What micro-engagements have you tried? Which were successful? Were there any that did not go well?

Seth Giammanco
Principal, Strategy and Technology

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