Campaign Report: Aug 22 – Oct 15 Client: BERNINA Canada Campaign: Back to Sewing Date Prepared: October 17, 2013 Prepared By: I. Leitis

•  Increase BERNINA’s online presence

•  Increase email database

•  Increase Facebook Likes & Twitter Followers •  Raise awareness of current promotions and provide coupon/flyer downloads

Campaign Goals

Creative

Campaign Statistics

•  47,447 visitors (total response)

•  9,977 purl visitors (PURL response)

•  19,717 share (social response)

•  17,753 other (email/direct response)

•  14,555 Opt-ins 9.26%

•  3,621 Shares 24.88%

•  14,557 Coupons downloaded

Results Notes

Google Audience (www.backtosewing.net)

•  Google indicates 46,691 visits

•  22,974 unique visitors

•  49.25% new visitors

•  376,987 page views

•  8.07 pages / visit

Google Results

TOTALS   EmailsSent   Opens   OpenRate   UniqueClicks   Unique  CTR   TotalClicks  209,232   30,394   15%   8,334   28%   12,829  

BERNINA Email Statistics

Dealer   Email  Crea:ve   Date   Sent   Opened   Opened  %   Click   Click  %  Creekbank   BTS  Email  #4  (2  of  2)   03-­‐Sep   309   85   32.4%   15   17.6%  Creekbank   BTS  Email  #2  (1  of  2)   24-­‐Sep   334   96   31.0%   34   35.4%  Huckleberry's   BTS  Email  #5  (3  of  3)   09-­‐Oct   843   244   29.3%   80   32.8%  Huckleberry's   BTS  Email  #3  (2  of  3)   25-­‐Sep   851   229   27.3%   57   24.9%  Huckleberry's   BTS  Email  #2  (1  of  3)   17-­‐Sep   891   309   36.4%   71   23.0%  Joy  Quilts   BTS  Email  #4  (2  of  2)   25-­‐Sep   314   66   21.2%   14   21.2%  Joy  Quilts   BTS  Email  #2  (1  of  2)   10-­‐Sep   323   92   29.7%   29   31.5%  Oakville  Sewing   BTS  Email  #5  (3  of  3)   09-­‐Oct   1910   285   15.0%   65   22.8%  Oakville  Sewing   BTS  Email  #3  (2  of  3)   25-­‐Sep   1923   361   18.9%   64   17.7%  Oakville  Sewing   BTS  Email  #2  (1  of  3)   11-­‐Sep   1998   354   18.5%   45   12.7%  Peter  Smith  Trading   BTS  Email  #5  (3  of  3)   09-­‐Oct   7038   775   11.5%   121   15.6%  Peter  Smith  Trading   BTS  Email  #4  (2  of  3)   25-­‐Sep   7187   1054   15.4%   87   8.3%  Peter  Smith  Trading   BTS  Email  #2  (1  of  3)   11-­‐Sep   8686   1114   15.8%   158   14.2%  

Totals       32,607   5,064   23.26%   840   21.36%  

BERNINA Dealers Statistics

Google Funnel

*indicates  mulWple  entries  &  sharing  

Google Funnel Contd.

"The original list was approx. 36,334 names; we can identify 10,002 visits from it via purl.""The BERNINA Canada list now has 42,671 subscribers with this addition.!"Of the 46,691 visits, 49.25% were of returning customers. ""Noting of 14,600 email opt-ins we can be certain of 10,033 new emails. The standard value of $6.00 per name translates into a $60,198 value.""99.45% are completing the process, many are doing so multiple times, for either the offer or the coupons."!

Note: Socialmc2 tracks unique visitors based on email while Google tracks visits.!!

Google Funnel Notes

Google Pageviews (www.backtosewing.net)

Traffic Results

Sharing Vehicles

Coupons

Facebook Likes (New: 800)

Twitter Followers (New: 54)

Raven5 Metrics Raven5 tracks conversions generated from website traffic, social media traffic & email traffic. We've applied the following average figures for the purpose of applying value to the associated and varied online activity generated. Conversion & Engagement Value Website views – 376,987 - $11,309.61 Website visit – 46,691 - $70,036.50 Time on site – n/a - $0.00 Email opens – 35,458 - $10,637.40 Email clicks – 13,669 - $20,503.50 Email opt in – 14,555 - $87,330.00 Social impression – 317,249 - $3,172.49 Social Twitter - 54 - $162.00 Social Facebook – 800 - $2944.00 Coupons Activated – 14,601 - $14,601.00 Total Value $ 220,696.50

Website views $0.03, visit $1.50, time on site 2 minutes $3.00 / Email - open $0.30, click $1.50, opt in $6.00 /

Social - impression $0.01, Twitter follower $3.00, Facebook LIKE $3.68, Coupons Activated $1

Metrics

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