Creating an interesting e-newsletter is usually a problem for any e-mail marketer. However, Eargo who gives state-of-the-art listening to aids, had the extra problem of retaining prospects engaged post-purchase with none new gives or merchandise to promote. Undeterred, Eargo e-newsletter managed not solely to draw inbox consideration through the busy vacation interval, but additionally managed to earn spectacular open and click-through charges.
To perceive what went into this award-winning marketing campaign, we interviewed Ron Dorsey, director, lifecycle marketing at Eargo.
What have been the targets of this explicit marketing campaign?
To interact our buyer base with invaluable content to point out that post-purchase, we’ll proceed to ship invaluable data to them relating to listening to loss and remedy. Being the vacation season, we wished to bolster how vital good listening to is to attach with mates and family members.
Did you face any challenges alongside the way in which?
Providing related, invaluable content post-purchase is a little bit of a problem as we’re not a big retailer with a whole bunch of SKUs to cross-sell. We have a telecare mannequin using licensed listening to professionals to supply ongoing help to our prospects, serving to them alter their Eargo listening to aids, offering steering on correct cleansing, and answering normal questions relating to listening to. We wanted to discover a approach to additional interact our prospects so future emails for notifications, referrals, upgrades, and so forth. could be seen and engaged with.
How did you obtain these outcomes?
Being Certified with Return Path by Validity helped us guarantee our messages bought in entrance of our meant viewers and weren’t blocked or marked as spam by mailbox suppliers. As with any marketing campaign, the most effective segmentation and artistic do no good if the e-mail doesn’t get delivered and seen. We additionally leveraged Movable Ink to overlay the recipients’ title on a present tag within the hero picture so as to add to the vacation really feel, lending a contact of enjoyable and personalization to the communication.
What have been your marketing campaign outcomes?
We noticed phenomenal engagement from the e-newsletter by way of each opens and clicks on articles. The open price was 46%, click on–by price was 9%, and the clicking–to–open price was 20%. Those numbers are HUGE, particularly when coping with the amount of vacation gives from main retailers we have been competing with for consideration within the inbox.
Click right here for our full record of winners. Want to be taught extra about how Eargo optimized their e-mail program? Check out their case examine right here.