Using Email to Reach Target Audiences and Drive Sales

Verlasso is a brand of farmed Atlantic salmon, raised in harmony with nature and with adaptive farming practices that address the industry challenges. As part of a well-rounded, integrated communications program for Verlasso, Linhart PR created Currents, a bi-monthly e-newsletter featuring high-quality content, carefully crafted to meet the company's strategic goals.

Client
Services
Digital Marketing
Social Media Marketing
Integrated Marketing Communications
Industry
Premium Food & Beverage
Awards
PRSA Silver Anvil
PRSA/Colorado Gold Pick
American Marketing Association-Colorado Gold Peak
Fresh Salmon

CHallenge

Linhart PR was tasked with helping Verlasso drive sales by overcoming long-held stereotypes to convince target audiences – chefs, distributors, retailers and consumers – that Verlasso farmed salmon is a thoughtful, healthy, sustainable and delicious choice.

Solution

As part of a well-rounded, integrated communications program, Linhart PR created Currents, a bi-monthly e-newsletter – distributed via email – featuring high-quality content, carefully crafted to meet strategic goals. Topics included fresh takes on the Verlasso difference, interviews with retailers and chefs using Verlasso, sustainability trends and updates, and recipes from notable chefs and foodies.

Verlasso Salmon

Results

The e-newsletter gave Verlasso the ability to reach target audiences at its convenience. Verlasso considered the e-newsletter a strong sales driver for the communication program. Performance analysis confirmed top chefs, media, retailers and industry influencers, who weren't always willing or able to schedule meetings with Verlasso, consistently opened the e-newsletter, clicking through to the website and consuming strategic content after subscribing. In one case, Verlasso arrived at a retail prospect meeting, and the contact had a post from that morning’s newsletter printed out for reference.

Overall, the e-newsletter: achieved higher-than-industry-average open and click-through rates; generated a rise in web traffic to Verlasso.com; and helped the Verlasso sales team connect and engage with important customers and prospects.


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