ESS can also segment the leads and target them primarily based on their expected move-in dates.
Since then, Stamper says, open rates increased 3.1 percent overall and 8.59 percent among mobile device users.
Even though the email redesign coincided with the mobile website redesign, Stamper says ESS decided to change the objective of its messaging to increase its move-in rate through engagement with its content, rather than optimizing to increase clickthroughs.
“We saw rentals go up, which is the biggest success,” Burdon says.
Stamper says the 50 percent year-over-year increase in conversions is directly attributable to the emails.
In January 2015, the company added SMS marketing to the reservation messaging mix. With just 90 days of data, Stamper says nearly 60 percent of Extra Space Storage unit aspirants had opted in for messaging.
For the British boy, the happy ending was spending time with his grandparents instead of at the birthday party. For Extra Space Storage, it was getting reservation-holders to come to the party.