Client: European manufacturer of cleaning Example of automated email sales products, market leader, operating since 1992.
Status at the beginning of the project
We developed a strategy and, during implementation, built the main stages and mechanics of collecting leads with additional vp facility managers email lists segmentation at the form level, which made it easier for the sales department to perform routine tasks in particular in terms of processing irrelevant leads.
We also implemented a welcome chain for new contacts:
- consistently talked about the company, showed the range and groups of products;
- suggested following links to specific product cards;
- added contact information, offers and order conditions;
- attached additional materials: catalogues, photographs of stands, etc.
Then we wrote down trigger the most common paid advertising models scenarios for processing the reasons for refusal, including cost, and also if the client:
- left a request on the landing page;
- requested a catalog;
- did not answer the manager’s call. If the number was left incorrectly, a letter was sent, and if the number existed, a message was sent to the messenger.
After that, we thought up a separate series of letters to reactivate the current base.
Results:
- $3.3 million in profit in the first month of implementing an effective email strategy;
- 10% pop-up conversion after launching additional forms;
- >700 new contacts received literally in the first month.
Email marketing is about following certain conditions
Firstly, automation allows you to optimize the process of working with applications from the first contact to their transfer to the sales caseno data department.
Secondly, it is necessary to start from CJM . It is important to digitize the customer journey and find attention triggers for each segment.
Third, don’t sell “straight-on” . Talk about the company, your expertise, and help customers understand the product.
Fourth, send useful materials to clients : cases, digests, invitations to online and offline meetings.
Fifthly, thanks to the scoring system of qualification, you can find out exactly at what stage a person is depending on the action he/she performed within the framework of our messages. These insights need to be turned into hypotheses and tested to improve the conversion of interaction with the target audience.
Remember that there is no universal solution, no “magic pill” for all areas of business. It is important to test hypotheses: content, design, time and frequency of sending, and then scale what showed the best results.
We wish you productive email marketing!
Our experts can always advise you on how to build effective communication with your audience using email marketing and increase the conversion rate of interactions.