Analytic-Fueled Insights Lead to Email Revamp
The Short Version
Poor engagement had an enterprise-level firm questioning their approach to email marketing. Bulldog uncovered data-driven insights that fueled a revamped strategy, turning ho-hum results into concrete business wins.
Uncover new ways to reach clients.
An enterprise firm wanted to increase engagement with existing clients. Email open rates were hovering around 23%—well below average—so they asked Bulldog to figure out what content was working and what wasn’t.
It turned out client marketing was managed through individual product teams with no overarching strategy. Bulldog dove into a year’s worth of client email data and found new ways to streamline communications, reduce email fatigue, and provide relevant content to their clients.
Tailor messaging to refreshed buyer journey stages.
Step One: Analyze the creative assets within each email—subject lines, tone, theme, imagery, etc.—to uncover what content clients were engaging with and what was going straight to Junk.
Unsurprisingly, messages with the highest engagement contained images. The problem? Over 75% of the emails they were sending out didn’t.
Step Two: Dive deep into how clients were engaging with emails at each stage of the lifecycle.
Two major insights followed:
- 36% of emails were sent to half of the lifecycle stages.
- Webcast promotions made up 26.9% of all email content, but they were the lowest engaged topic for most of the lifecycle stages.
These insights fueled a revamped email marketing strategy centered around visual imagery and focused on delivering relevant content to prospects at each stage of the buyer journey.
Bulldog focused on the importance of tailoring email messaging by lifecycle stage. To do this, Bulldog:
1. Leveraged data to revamp client communications
2. Devised a cohesive strategy that aligns the customer lifecycle
3. Shifted communication style from transactional to conversational
Clients engaged with imagery the most, but the majority of sent emails included none. This led to the first plan of attack to increase client engagement: include imagery in every email.
Engagement across all lifecycles dropped due to lack of relevant content. By segmenting messages by lifecycle, clients were more inclined to engage with the brand.
Content performance relied heavily upon lifecycle stages. Below, you see that webcasts were the lowest performing of all pieces of content across the board, and yet it was one of the most promoted types of content.