DMS Success Story:
Using Email Nurturing to Push the Needle
Despite presently having a cost per conversion of less than $1000 for pay-per-click (PPC) inquiries, a regional brand with multiple locations in the southeast wanted to improve the performance of their pay-per-click and pay-per-inquiry (PPI) leads.
When a brand is achieving performance significantly better than industry benchmarks, it’s easy to sit back and take it easy. But the DMS Digital Agency team is never satisfied with status quo. Typical actions, like campaign optimizations, were no longer significantly moving the needle, so we needed to try something else — something low cost and scalable.
Although the brand was doing a fantastic job of immediately reaching out to prospects by telephone, interaction by email was limited. Therefore, we determined an email nurturing campaign that maintained brand awareness and encouraged movement toward conversion would be a strong addition to the existing engagement strategy. Data from PPC and PPI leads, including those from campaigns not managed by the DMS Digital Agency team, was integrated into Sparkroom performance marketing technology. Used by the DMS Digital Agency and available for subscription by marketers, Sparkroom technology uses a time stamp on each conversion milestone to indicate the moment of its occurrence. Dispositions provide intelligence regarding when and why a lead departs the inquiry funnel, for reasons such as “not interested” or “converted.”
Using the data within Sparkroom technology, a behavior-based email nurturing strategy was developed with a series of emails deploying as time- and trigger-based milestones were met for individual leads.
Responsive design and click-to-call technology was utilized, with call buttons rendering on mobile devices only during the open hours for the call center, to encourage inbound calls and immediate conversations with sales representatives. Prospects were removed from the email nurturing program once they converted or after 10 days of not engaging with emails. Prospects also had the opportunity to remove themselves from the mailing list by unsubscribing or clicking on the “remove me” link in the third email. This helped keep the data clean and provided additional information for campaign optimization purposes.
After running the email nurturing campaign for three months, there was a significant conversion rate boost. The conversion rate for prospects who opened a nurturing email was more than 2.5x the rate for prospects that did not open an email. Prospects who clicked a link within a nurturing email delivered an conversion rate more than 4x the rate of those who did not open an email.
Strategic Planning Notes
If you don’t currently have an email nurturing campaign in place, it’s time to get one started. Email nurturing is inexpensive, quick to set up, easy to optimize and infinitely scalable. As a result, it’s one of the most cost-effective ways to improve conversion rates.
Want to maximize your campaigns? Contact DMS to get started.