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 and Marketing Alignment
Sales’ leadership was frustrated. Marketing continued to use the same email formatting and wasn’t experimenting with subject heads or A/B testing. Audience segmentation was off the table due to internal list management issues.
John brought the two teams together to discuss what was possible. In addition to agreeing to use A/B testing and increase experimentation with subject heads, John 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.
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%.