Email Conversion Rate OptimizationSeptember 1st, 2011 at 10:28 am by sepiida
A premier software company focusing on PC optimization was getting ready for its next big product launch. The company had three distinct audiences it wanted to engage, and was looking for a way to build excitement leading up to the launch date.
We designed a five-pronged “countdown” email marketing campaign designed to appeal to each target group in a way that would heighten customer interest and increase sales.
At product launch, the purchase rate exceeded all estimates within the company. Incremental revenue reached $10,000 with a 417% ROI, leading to thousands of happy computer users across the country and one very happy software company.
Our client, a leader in PC and Internet optimization software, was looking for a way to attract user interest ahead of the newest product launch. The company had three key sets of users they wanted to engage via an email marketing campaign, but they weren’t sure how best to appeal to each group.
On top of the email list segmentation, there were design questions – if, how and when to use images for an upcoming product that had yet to be released – and how to be certain that the information contained in the each email provided necessary information for users to make a buying decision without being just another sales pitch.
A high conversion rate was necessary to get this new software off to a good start, and it was important that the customer understand the technical aspects of the software in order to feel comfortable making that purchase.
With so many variables coming into play for this project, the company decided to hire professionals to help them handle the challenges of this integral new product launch.
We took over the entire marketing campaign – from initial content and design considerations, to the more technical aspects of actually coding the emails and testing their readability and deliverability across a number of email platforms.
Using our expertise to put together a comprehensive email marketing strategy, we assigned each prospect group a unique focus designed to appeal to what mattered most to those prospects.
With conversion rate optimization as our goal, we carefully studied all aspects of the new software in order to design a campaign that would put an emphasis on value to the consumer.
In order to build excitement and anticipation ahead of the launch, we crafted a sequence of emails designed to “count down” to the moment that users could gain access to the software. This method of structuring the emails worked to presell users and make them feel comfortable about making a purchase once the software was finally available.
To keep the messaging consistent, we highlighted key features that the company wanted to bring to the forefront, while accenting the unique benefits that would appeal to each target group. This simple, but highly-targeted solution ensured that the company got its message across in a way that would get users to respond.
By striking a personal tone that resonated with customers, we were able to obtain impressive open rates, click-through rates, and conversion rates that surpassed the client’s estimates considerably. With $10,000 in incremental revenue, the company saw a 417% return on its initial investment with our company – a number far exceeding their expectations.
With this highly successful product launch now on the books, our client is poised to use the momentum from this campaign to further engage with their customers and continue to build valuable relationships that can lead to more sales over time.