Pedego is the fastest-growing electric bicycle company in North America and there are 30 dealers in Canada. The owner of Pedego Canada required regular communication with the various dealers that ranged from Pedego-branded stores to large retailers to small mom-and-pop shops. Each communique would have to explain changes in products, pricing and distribution practices while also enticing the reader with entertaining and informational content. It was determined the news and notices would have to be sent out regularly to each dealer wherever they were located in the country.
We began by creating three separate lists of Pedego dealers that were based on region and whether they were a Pedego-branded store. A monthly newsletter template was then designed and regular blogs created that dealt with topics of interest to individual Pedego owners as well as dealers, such as “How to Improve the Range of Your Electric Bike.” These articles are aggregated into the newsletter template and supplemented with specific messaging targeted to the different groups related to pricing, new products and other updates.
Before this solution, Pedego Canada was sending emails to each dealer, which was time-consuming to create and open rates were unknown. With the help of targeted lists, a monthly newsletter template and aggregated content, the company now enjoys record-breaking open rates of almost 100 percent and click-through rates of between 70 and 80 percent.