Who & what are they?
Wightman & Parrish is a leading distributor of cleaning, hygiene, healthcare and medical products. Established in 1915, the independent supplier is a fourth-generation family business, based in Hailsham, East Sussex, and delivering to customers in the health, education, leisure, manufacturing, retail, and food and beverage markets. Sustainability is embedded at every level of the organisation, with Wightman & Parrish achieving B Corp status in 2024.
Medirite is Wightman & Parrish’s sister company, supplying medical products and equipment to care homes, GP surgeries and other healthcare settings.
The Goal
- To produce data-driven, well-researched, planned and written content, with a key focus on emails and blogs, but also supporting with case studies, occasional PR and social media
- To send out weekly e-shots for Medirite with concise, relevant and engaging content to help generate and increase sales, and retain customers
- To promote any new products/ranges and showcase relevant blog posts
- To create and send the monthly round-up newsletter for Wightman & Parrish, highlighting business and industry news, showcasing new products and promotions, to support sales and maintain engagement
What we did
We began by conducting keyword research to help inform the email and blog content, and to establish the products and topics that were searched for within the care industry. We then completed detailed analysis of the existing email activity, looking at content and design, open rates, click-through rates and revenue, and the best days and times to send.
These insights provided the basis for our email strategy, and once our strategy was in place, we moved to a schedule of producing weekly e-shots, writing relevant and engaging copy, promoting specific products and ranges, and resending to non-openers after 24-48 hours. We also researched and produced two blogs a month, and shared them in the e-shots.