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American Standard

Taking Your Time Back


Why should a plumber use a new, more expensive installation valve, instead of the type he uses now? The answer to this question is that it saves the trades person time, and thus money many times over. However, introducing this product, and its benefits, to the target audience in a way they would engage with was the tricky part.


A no-nonsense, benefits focused email blast was the medium chosen to present this new American Standard Flashâ„¢ Shower Rough-In Valve. The email engaged the reader in a variety of ways by featuring an intro video, using clean product images accompanying to-the-point messaging, and clearly listing job-related benefits. It also directed viewers to the broad assortment of other American Standard collections and products. The email was deployed to Construction Canada and Canadian Contractor trade magazine members.


The very targeted audiences of the 2 trade publications showed interest in the email based on high open and click through rates, high instances of multiple clicks, and significant referral traffic from the email. This also resulted in another happy and successful client partner interaction.