The Results
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increased email click-through rate
The Wells Companies are a series of interior design-related brands owned by Lauren Hudson here in Houston. Their brands spread across Kansas, Dallas, Houston, and Chicago.
Their showrooms carry a large selection of luxury textiles, wall coverings, furniture, and lighting. Wells needed our help to elevate their email marketing, brand consolidation, social media, and more now that they had acquired some historical brands, Rose Cumming and Classic Cloth under the newly formed Wells Textiles.
When Wells saved two historic fabric brands from foreclosure, it added yet another subbrand to their already complicated portfolio. Their main companies and subbrands include:
Before, Wells sent newsletters sporadically or not at all.
The emails didn’t have a consistent look and feel. Many used heavy, dark colors that distracted from the products they were trying to highlight.
The older emails had dark, patterned backgrounds, which took away the focus from their products.
With Mailchimp, the client can easily make text edits and manage their own campaigns if desired.
It goes beyond emails. We strive to keep a consistent look for Wells Abbott across their printed and digital items, social media, and website.
Wells Textiles operated separate social media accounts for each one of their brands. It was difficult to keep up with multiple accounts and felt disjointed.
Too much text was used over their images. This contributed to poor contrast and readability. It hid what should be the focus — their beautiful photography.
Based on research and the client’s post history, we found that photography of the fabric in use resulted in the most engagement.
This solution is economical and practical compared to making and photographing new furniture.
This will become increasingly important as more brands are added to Wells Textiles’ portfolio.
This allows the Wells Textiles team to make their own Instagram posts and stories in the style established by our social media audit.
Padrón & Co. is a leading creative, marketing, and digital communications agency that helps nonprofits and small businesses make meaningful connections and further their missions.
