GetResponse is one of the largest international email marketing platforms. Among the clients of the service are UNESCO, Hilton, IKEA, Aviasales.ru, Kommersant. The customer contact database is approaching a billion addresses.
Informing the target audience about the terms of the offer for bloggers and attracting authors to participate in the program
User Response Analytics Reply.io
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To achieve the goal, we proposed using email newsletters regarding the addresses of our database of media leaders and bloggers specializing in marketing, online business, and social media promotion. Why email newsletters? This is a great tool for working with a limited target audience whose contacts you know. Newsletters thrive like a channel: according to to SalesForce research , 95% of the 4100 leading marketers in the world use or plan to use email marketing and increased spending on it in 2019.
What have we done
1. Work with the database
First of all, we took a database of 112 bloggers email addresses and divided them into two approximately equal categories:
with a name;
without a name.
Our base is cold, that is, before this case we did not send bloggers and media representatives from the list of letters or suggestions
Let me remind you that the database is cold, so for the chain we decided to take Frank Kern’s 4DCM (The 4 Day Cash Machine Email-Marketing) method as a basis. It is great for short and intense interactions with cold subscribers. Ideally, this is a chain of daily letters that arrive at the same time (with the exception of the latter, it is delivered two hours later). The letters consistently emphasize the importance, benefit, exclusivity, urgency of the proposal. In our case, we adhered to recommendations on the content, but 5 days of the difference passed between the first and second letters. The remaining two letters “finished off” the target audience daily.
It’s important to clarify that the last letters in the thread went to the penultimate week of December, so we’ve already collected some of the replies after the holidays. Of course, for such promotions it is better to wait until the end of the vacation time, but in the case of the GetResponse program for bloggers, time played a role.
3. Work with the Reply.io service
To send the newsletter, we chose the Reply.io service, since it allows you to send letters in one chain, without a link to the unsubscribe page and creates the complete illusion of individual communication.
Analytics of user actions in the Reply.io service
Altogether 76 people opened the letter (UOR – 67.86%), 23 people answered (RR – 20.54%, registered in the program, according to the data provided by the platform, 6 that is, the conversion to the target action at the moment (excluding interested leads): 5.36%.
Results of mailing by segments with names and nameless bloggers
By the segment of bloggers with names: //////
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38 people opened letters in this segment (UOR – 65.5%), 15 people answered (RR – 25.9%), 4 respondents registered in the program: By blogger segment without names:
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37 people opened letters in this segment (UOR – 69.8%), 8 people answered (RR – 15.1%), registered in the program, according to the data provided, 2 respondent.
Warm Bloggers – An Interested Audience
Among the 23 responses, only two were negative, 7 answers came with an interest to consider the proposal over time. My favorite: /
Answers with suggestions to think about integration into the program came from bloggers, CEO. agency founders and media executives. Some more screenshots:
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These contacts can be written personally over time, emphasizing the advantages of the program.
We got good results, primarily due to playing on the key pain of the target audience and choosing the sender’s character close to the target audience.
Confirmation of common truth: mentioning the name in the header works. The percentage of respondents in the segment of users with a name is 25.9%, without a name is 15.1%, and also twice as many registrations in the program are from the segment of those who were addressed by name.
Another confirmation that everyone already knows: the conversation chain works better than the single mailing list: 43.4% of all answers came after the second letter from the conversation.
We are sure that the sending time is important: daily letters sent in the season between the holidays would work more efficiently.
Thanks to the professionalism of the teams ROUQOT , the tasks were completed. Get a free consultation:
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