Extraspace Storage

Extra Space Storage, a leading US provider of self-storage products, increased email-attributed conversion rates by 50% and overall rentals by 23% via mobile-optimized messages powered by Selligent.

Company

Extraspace Storage

Industry

Retail

Website extraspace.com

Location

USA

The Customer

Headquartered in Salt Lake City, Utah, Extra Space Storage Inc. owns or operates 1,146 self-storage properties in 35 states, Washington, D.C. and Puerto Rico. The company’s properties comprise about 775,000 units and 85 million square feet of rentable storage space, offering customers secure storage units across the country, including boat storage, RV storage and business storage. In 2015, the company's occupancy rate reached its highest levels ever.

Because Extra Space Storage’s customers are typically in the midst of a life change, the company’s mission is customer satisfaction first. This means communicating with customers via highly personalized and contextual emails. Depending on where a customer is in his or her lifecycle, Extra Space Storage may send an email with packing tips, moving truck tips, or reservation reminders.

 

Jennifer Stamper

BEFORE SELLIGENT, WE WEREN’T EVEN THINKING ABOUT MOBILE MARKETING TOOLS LIKE SMS. SELLIGENT APPROACHED US WITH INNOVATIVE IDEAS SUCH AS EMAIL TEMPLATES THAT ARE MOBILE-RESPONSIVE, AND STRATEGIC IMPROVEMENTS THAT HAVE HELPED US TAKE OUR EMAIL AND MOBILE MARKETING TO THE NEXT LEVEL.

Jennifer Stamper, Email Marketing Manager
Extra Space Storage

The Challenge

In 2013, Extra Space Storage felt they needed better email marketing capabilities to improve how they were engaging a growing customer base. The number of subscribers was growing and so was the amount of customer data the company was capturing. As an added challenge, it had only one individual who was solely responsible for the company’s email marketing. The company needed an ESP that would offer more support, could seamlessly handle massive amounts of data, and also provide tools to help it stay highly relevant to customers and communicate with them contextually. However, in order to effectively achieve that goal, the company needed to find a better digital marketing partner.

The Path to Success

With only one email marketing manager, Extra Space Storage turned to Selligent for its exceptional services ands support. Not only did Selligent offer innovative ideas to take email and mobile marketing to the next level, but its Message Studio campaign management solution also enabled the company to integrate large amounts of data to automate emails and segment users. Through Selligent’s Lifecycle Marketing Module, the company developed automated, contextual emails to provide more value to its customers. 

Upon commencing with Selligent, Extra Space Storage experienced a 50 percent jump in its attributed conversion rate for email. It was the first time the company had ever achieved such a positive rate. 

Additionally, after launch a new mobile website and using Selligent to mobile-optimize its email templates, Extra Space Storage saw a 23 percent increase in rentals via mobile devices, and did not see a decrease in desktop rentals. Thus, the company had discovered a brand new audience. 

Leveraging Selligent’s platform, mobile optimization features, and seamless handling of big data, Extra Space Storage amplified its lifecycle and contextual marketing capabilities. In fact, the company grew its email marketing initiative to as many as 1.3 million personalized emails sent per month. Due to this partnership and its subsequent success, Extra Space Storage is sending its customers the right message at the right time with relevant and contextual cross-channel marketing.  

Key Benefits

  • Ability to use vast amounts of data in customer-centric communications
  • Automated, contextual emails  to 650,000 subscribers
  • Mobile optimized email communications based on device

Return on Investment

  • 50% jump in email-attributed conversion rate
  • 23% increase in rentals via mobile devices
  • 1.3 million personalized email sends per month

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