Marketing Automation at e-dialog
Intro
e-dialog leverages the potential of email marketing to promote white papers. The goal is to increase the download rate. When sending the white paper "Consent Management Platforms Comparison," a survey was also sent to recipients to gain deeper insights into the relevance of the topic for readers. The challenge was to generate a high download rate while also encouraging as many recipients as possible to complete the survey. The timing of the mailings and the segmentation of recipient lists play a decisive role in this process.
Goals
- Increasing the download rate for the white paper
- Achieving the highest possible open rate for the survey mailing
- Achieving the highest possible click-through rate for the survey mailing
Increasing relevance is crucial for the success of email marketing. With automated trigger processes, recipients can be segmented automatically and receive content relevant to them at exactly the right time. In our example, we were able to double our open rate and increase the click-through rate tenfold.
Mariella Giraldo, Consultant Email Marketing & Marketing Automation
Measures
A multi-stage trigger process was set up to maximize the download rate of the white paper. In the first step, the white paper was sent to previous downloaders and the newsletter recipient lists. Based on click behavior, recipients were then segmented into openers and non-openers. If a recipient had not clicked the download link within 7 days of the white paper being sent (non-opener), a reminder mailing was automatically sent with a renewed request to download. As soon as a recipient clicked the download link for the white paper in the mailing (opener), the survey mailing was automatically sent 7 days later—individually at the exact time when the recipient had likely just finished reading the white paper.
Additionally, the white paper download form requested information regarding the company’s current status with respect to consent management. This information served for lead enrichment and facilitated any potential follow-up with the downloaders.
Results
Relevance wins in email marketing, and this relevance was achieved thanks to marketing automation. Downloads were increased by 60% through the reminder mailing. Compared to the regular e-dialog newsletter, the trigger mailing with the survey recorded an open rate twice as high and a click-through rate ten times higher.
- % Downloads
- x Open rate
- x Click-through rate
