From 10% Opens to 41%, by Sending the Right Message.
Email marketing for a B2B Prop-Tech brand.
Book a Free Chat- ClientB2B Prop-Tech brand
- ServicesEmail marketing, list segmentation and copy testing
The Problem
The brand sent the same newsletter to everyone on its list. That is a perfectly reasonable place to start, and it kept the brand in touch.
But one email for everyone means most people get something that is not quite for them. Only around 10% were opening it, and the few who did had little reason to click.
What We Did
- Segmented the list. We split the list so the people most like the brand's ideal customer received the emails written for them, instead of a one-size-fits-all send.
- Tested the copy. We wrote different versions of the copy and sent them against each other, to see what people actually responded to rather than guessing.
- Kept what worked. Whichever version got more opens and more clicks became the version we stuck with, and the next test built on it.
The Result
- 41%Open rateup from about 10% when everyone got the same email
- 4xMore people openingthe same list, with the right message going to the right people
- 4%Click-through rateof the emails sent led to a click on the call to action
- LeadsWarm leadsincreased as more of the right people opened and clicked
Open and click-through rates are from the client's email campaign reports, before and after the list was segmented and the copy tested.
Open rates went from around 10% to 41%, and clicks on the call to action rose with them, reaching a 4% click-through rate. Warm leads increased as well.
Nothing about the brand or its offer changed. The difference was sending the right message to the right people, and letting the results decide the wording. Each click is a person who was reading about something that matters to them, and chose to find out more.
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