Case study
Client: AutoBidsOnline
Support Activity: 1 - Develop Target Database
Typically the target database is a mixture of records from you and us. It may contain any or all of the following parts:
- Your Customer Database
- Your Prospect Database
- Proprietary Cactus Sky industry specific databases
- 65,000 Auto Dealers
- 24 Million Business eMail Addresses
- 180 Million Consumer eMail Addresses
- Other eSaturation Databases
(All of this data must be combined, cleaned, and prepared for use in the campaign.)
Support Activity: 2 - Landing pages
Email is a terrific tool for driving traffic to your website, which is certainly an objective of email. However, there are times when we want to take the traffic elsewhere (a specific landing page) to allow us to be more effective in our messaging, as well as ensure that we take them down the proper path to a sale and not lose them on web page, which may not fit the objective of the email, specifically.
No matter the landing page messaging, one thing is consistent: Data Capture forms. As you will see later in this discussion, the Data Capture form is a key to generating leads.
In addition, we have the capabilities of incorporating Google Analytics into each email campaign, so you’ll be able to track the pages your prospect visited on your site and the length of time they spent on each page. From an email side, this “business intelligence” will help to develop future email campaigns that are tailored to prospects interest; from the website side, you can follow interest, but also, where people are abandoning your website. Click here to learn more about Google Analytics.
Support Activities: 3 - Data Capture Forms
| Data Capture forms deliver leads, so they cannot be extensive, they have to be quick and easy to complete. The more information that is requested, the less likely people are to complete and submit the form. |
Click on sample to enlarge |
We have found that a short and simple data capture page generates the highest number of responses. It’s also important to identify all people that have clicked to go to the form, but did not complete and submit the form, which will allow for potential follow up to these people.
Campaign Process: 4 - First Send
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Date: 7/7/09
Subject line: We deliver serious buyers
Delivered: 48,142
Opened: 3459 (7%)
Read: 1745 (3.5%)
Clicks: 427 (.5%)
Data Capture form submissions: 10
(Please review our Glossary of Terms) |
Campaign Process: 5 - Resend
The "resend" email is generally sent 3-5 business days after the initial send to the people that did not open the initial email. Typically, we also change the subject line for the resend. With resends, we expect results drop off from the initial send, but the activity and clicks generated from this email are incremental.
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Date: 7/14/09
Subject line: We deliver exclusive online leads
Delivered: 44031
Opened: 1001 (2.3%)
Read: 507 (1.2%)
Clicks: 89 (.13%)
Data Capture form submissions: 3
(Please review our Glossary of Terms) |
Campaign Process: 6 - Drill Down
The Drill Down is sent to the people that clicked on a link in the initial email or the resend, and it tends to be a more specific message to further the conversation started in the initial email. Typically, we send this email out 3 - 7 days after the resend.
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Subject Line: Per my previous email
Delivered: 2914
Open: 1279 (44%)
Reads: 453 (15.5%)
Clicks: 50 (.75%)
Data Capture form submissions: 1
(Please review our Glossary of Terms) |
In reviewing these numbers, you can note that the Opens Rate is high, we've seen them as high as 70%, which we expect, as the Drill Down is only sent to people who’ve shown an interest. In this particular campaign, we’d be pleased with the Open Rate, but disappointed with the Read Rate and, hence, the Click Rate, which would cause us to review and re-work the messaging and calls to action in the email.
7 - Reporting and Analysis
| Here we see the numbers from above laid out in a spread sheet. You can also note a sampling of our Clicker Report (depending on the level of service, you can be privy to a copy of this report). |
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After analyzing the data, we can determine the next step, which could be anything from a new subject line, to a better message, to follow up calls or direct emails to potential prospects. The goal is for this information to progressively take us to the next step in the process, ultimately generating leads and new business.
To learn more about how we can help you grow your business, call us today at 941.907.4132 or click below to request a FREE demo.
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