Email Engagement OptimizationMarch 28th, 2012 at 10:36 am by sepiida
Chariot Solutions, a prominent Philadelphia enterprise application development consulting firm, wanted to gain more value from their email marketing efforts. The current email performance had already been improved through best practices, but they needed to take the next step to really engage their readership and improve their long-term performance.
To supplement our initial successes with their email campaigns, we took a look at their data for the past several months and composed a plan to help our client step up their content marketing through a structured editorial calendar that targeted various high-interest themes within their readership.
Three months into the new campaign, Chariot Solutions saw an average of 9.78% improvement in open rates, and an average of 45.3% in click rates. By focusing on a specific strategy to deliver high-value content, our client is seeing increased engagement and continues to move forward with iterative improvements.
As a leader in enterprise application development in the Philadelphia area, Chariot Solutions takes pride in the level of information and value found in the content shared in their ongoing email newsletter. After gaining improvements in their initial email engagement, our client wanted to take the next step to really provide value to their readership and create a memorable newsletter on a month-to-month basis.
However, with a team full of developers constantly working and not a lot of time to spare, they needed a plan in order to be sure that the content would both meet their stringent quality standards and the tight deadlines involved with ongoing content production.
Because they’d already seen success in working with us to improve their audience engagement, Chariot Solutions turned to us for solutions on how to take their email newsletter to the next level.
Sepiida’s Email Engagement Optimization Solution
Recognizing that the biggest hurdle to our client’s email engagement was the time it took for them to put together their content, we worked to come up with a viable editorial calendar that they could use on a monthly basis to schedule posts and multimedia content.
Concurrently, we also looked into the performance of their past email campaigns over the course of several months in order to identify trends they could use to create the kinds of content their readers want to read about.
Once we had compiled the editorial calendar with instructions on how to use it effectively, we walked our client through the use of the calendar as well as provided topic areas suggestions based on previous email opens and clicks. With an easy-to-follow content strategy in place, we worked with our client to create engaging emails that could grow their subscriber list and engagement.
Three months into the new editorial calendar process, our client has seen impressive results – Chariot Solutions saw an average of 9.78% improvement in open rates, and an average of 45.3% in click rates. Because of the structured approach to building their existing stable of quality content, our client is able to provide an engaging monthly newsletter with information that is truly valuable to their subscribers.
Tracey Welson-Rossman, CMO for Chariot Solutions put it best:
“It is great to know that I have a vendor who ‘gets’ me and after less than a year of working with you, you can put together a piece for me with little or no direction. You are truly the 5th Beatle of our team.”
As part of our ongoing efforts with our client, we continue to provide suggestions for topics areas and other optimization techniques based upon their unique focus and the data behind their newsletter’s monthly performance. With each new email optimization iteration, we bring our client closer to a more streamlined process for content creation and delivery that engages and informs.