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Yankee Candle


Case Studies | Yankee Candle



Client Since: January 2005

Products used:
EchoMail® Direct MarketingTM

Application Solutions
Direct Marketing

  Yankee Candle Case study

About the company
Yankee Candle today's leading designer, manufacturer, wholesaler and retailer of premium scented candles had a rather dramatic entry into the business when 16-year-old Mike Kitteredge, too broke to buy to mother a Christmas gift, melted some crayons and hand made his own candle with crayons. The youngster eventually sold his handi-work to a neighbor making enough money to buy enough wax to make 2 candles gifting one to his mother and selling the other. Today as chairman of Yankee Candle Mike Kitteredge proudly presides over the nation's number one brand of premium scented candles, a publicly traded company with 13,000 resellers, 17,250 store locations, international distributors and a European wholesale customer network of over 200 locations.

Before EchoMail
Yankee Candle had positioned itself as a manufacturer of candles for all seasons and all reasons and candles as affordable luxuries. It targeted all age and income groups, had to stay in touch with its resellers and distributors, factors that increased the scope of its communication exercise. It wanted to tie up with an E-Mail management agency with B2C campaign expertise, which could handle good volumes of outbound E-Mail and ensure delivery. It weighed the options and chose EchoMail as its communication partner.

EchoMail Deployment
EchoMail analyzed the situation and recommended deployment of its well researched outbound campaign tool EchoMail® Direct MarketingTM Throttling is used to limit the outflow of E-Mail per hour and restrict the speed of a campaign as large outbound E-mail volumes ran the risk of being categorized as Spam by ISP's. Yankee Candle's mailing list is hosted in the EchoMail database to facilitate easy out flow. EchoMailDM helped in sending highly creative E-Mails to Yankee Candle's target audience.

After EchoMail
EchoMail's sustained campaigns helped Yankee Candle to keep in regular touch with its customers, dealer base and reach out to potential customers. It was able to keep its customer base informed on periodic promotional offers, product launches and clearance sales, which was very important from a marketing perspective. EchoMail was able to streamline the overall communication efforts of Yankee Candle and helped in keeping in touch with its customer base, project an image of being a vibrant and responsive company and also reach out to potential customers.