In our last email campaign blog, Why are my Email Campaigns Not Producing Good Results? – Part I we discussed how inaccurate, non-targeted lists, an ineffective email subject line and content can affect email campaign results.
Today we will discuss two other cases where email campaigns did not produce the expected results.
Overdoing the Deed – Don’t Upset Your Prospects by Repeatedly Sending the Same Message
This client (a provider of IT and security solutions) was facing a high unsubscribe rate in their email campaigns. In addition, these campaigns had a very low response rate, which puzzled them because they were using large, targeted, and verified email lists. They had tried many variations, including going as far as changing their B2B lead generation service companies, but were not able to pin down the source of the problem. Finally they contracted aMarketForce for email campaign management and B2B lead generation services. During our analysis we realized that there were several issues that were leading to high unsubscribes and low response rates. First, the same message was being sent over and over, instead of being modified based on delivery and response.
The problem became worse when they changed their campaign vendors. The new vendor has no data on what the previous vendor had done, so the same messages went to the same prospects – yet again. Recipients grew uninterested in receiving the identical emails repeatedly, and their infection confirmed in the growing range of unsubscribes. AMarketForce fast audited their beyond campaigns, reviewed the lists and content material, and advanced new campaign plans. We changed the focus from just ‘frequency’ to intelligently delivered campaign messaging and template design. New campaign offers – technical whitepapers and product trials – were introduced. More importantly, fresh and better-targeted campaigns lists were used. The outcome was predictable – campaign results showed great improvement with over a 9% response rate and simultaneously, the unsubscribe rate also dropped.
Confusing the Prospect – Unclear Call-to-Action can Lead to No Action at All
This case is about a client who provides cloud-based supply chain management solutions. The client’s email campaigns were not getting good conversion rates. The campaigns generated open and click-through rates, but customers filled out very few lead forms. The client had not outsourced e-mail campaigns earlier and naturally felt skeptical. They continually wondered what additional cost an outside business enterprise should offer. While building prospect lists for them, aMarketForce counseled a few thoughts to improve their electronic mail campaigns.
The Company’s CMO gave these ideas some thought, figured that there was nothing to lose, this situation could not get any better, and gave us the responsibility of email campaign management. In short order, aMarketForce analysed their email campaign messaging and realized that there was no ‘What Next’, no clear call-to-action. aMarketForce re-worked the campaign messaging with a clear call-to-action: send in an “appointment request”. The result was a distinct, measurable increase in quality leads which in turn helped them in greater sales conversion.
We will continue with more such B2B email campaign case studies in our next blog. To know more about our email marketing services call us at 408-342-1700 to discuss your situation. Request a quote for email campaign services.
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