Thor Motor Coach Brand Strategy Case Study

by Ashley

A Wake-Up Call Sets Thor’s E-Newsletter on the Right Path

Brand Strategy & Email Subscription RatesWhen Thor Motor Coach’s consumer subscription newsletter lost its luster, the marketing team called us to add some dazzle and boost engagement by RV fans around the country.

Our creative team designed a new look to the digital format that mirrored Thor’s messaging strategies. The semi-weekly publication took off immediately and open rates jumped from 18% to 26% – far better than the national average. Some issues engaged consumers at an even higher scale, racking up an open rate of more than 30%.

The refreshed format boosted click-thru rates too, which helped strengthen brand engagement and increased web traffic.

We introduced a forward-to-a-friend function to the newsletter that proved popular. Subscriptions increased 50% – growing from 50,000 to 75,000. Most important, Thor realized an increase in market share, even in a sagging economy.

Thor embraced the active interest from raving RV fans and used the newsletter to promote the many facets of an RV lifestyle. Instead of filling pages with product information, the editors offered road trip suggestions, points of interest, off-the-interstate attractions and ways to enjoy the RV journey. The new content gave subscribers even more reason to open each issue.

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