Case Study
Email Journey CUSTOMIZATIONEMAIL JOURNEY CUSTOMIZATION
Email Journey Customization to Optimize Prospect Conversion
Creating and refining an email journey customization is a critical strategy for effectively guiding prospects through the marketing funnel. A well-designed email journey nurtures engagement by providing consistent, relevant, and value-driven content that keeps your brand top of mind for your audience. It also addresses audience needs by delivering personalized messages tailored to their interests, challenges, and stage in the buyer’s journey, making each interaction feel relevant and impactful. Finally, an email journey drives prospects to conversion by strategically incorporating calls to action, timely offers, and trust-building content that encourage them to take the next step.
EMAIL JOURNEY CUSTOMIZATION
Email Journey Customization to Convert SQLs to Customers
Challenge
As part of their marketing strategy overhaul, a financing company developed a comprehensive marketing funnel to support its business growth goals. MQLs were driven by paid digital ads and captured on a simple landing page form. As part of its marketing strategy overhaul, the company was seeking an effective strategy to enhance the conversion rate of its MQLs by supporting the efforts of its existing call center.
Solution
To support the foundational marketing tactics already in place, the company developed several email journeys. The company’s CRM system was synced with a new email platform upon which the email journey was built. MQLs within the CRM system were segmented depending upon prospect engagement activity prior to the initiation of a specific email journey. Email journey customization aligned call center activity and all email campaigns included CTAs to move MQLs to SQLs to customers.
THE RESULTS
Four segments were created in the company’s CRM system to align with the prospects stage in the customer journey. Each of these four segments was further segmented into 2 distinct industry groups. Weekly email journeys running from 9 to 12 weeks were created. For MQLs, created by filling out an online form, open rates averaged 18%. These leads were supported by call center activity which saw a 28% increase in successful contacts with MQLs due to the brand awareness created by the email series. For non-converted leads, SQLs were entered into a separate email series and call sequence which resulted in converting an additonal 12% of “lost opportunity” SQLs into new business.