Situation
Our Hero Company was struggling with declining email open and click through rates. The downward trend was in its fifth year. Customers and key channel partners simple weren’t getting critical messaging in significant volume to ensure that new sales opportunities, regulatory news, product updates, etc. were heard broadly. This created back-end calls from the target audiences to sales and account management teams, distracting them from their primary business roles in the organization. Sales’ leadership was frustrated
Better Content Marketing. Better Results
John was engaged to help solve the problem. The first step was improving results through experimentation with subject heads and use of A/B testing to improve open results which had previously not been conducted. The next step was to refresh the overall design of the communications to align with the interests of the audiences, in this case brokers and employer groups. John then engaged the video team to help develop a series of :60 second videos that would highlight company news in a highly visual, quickly-paced format. With John overseeing design, email content and video scripting, the new email marketing effort was an instant hit.
Better ROI
The combination of enhancements had an immediate impact. Response rates jump 7% right out of the gate. The video emails had an even bigger impact with rates averaging in the upper 30% range with one of the :60 video emails hitting a 50% open rate. Click throughs also jumped substantially, averaging 5-7% month over month. The video emails were consistently above 10%.