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B2B Publisher Email contact strategy case study example
A summary of the frequency, message development through subject lines and creative in an event-triggered automated B2B campaign over a 3 month period.
Tags (view related articles):
Communications strategy,
Contact or touch strategy,
Business-to-Business (B2B),
Email Marketing
Email template
This email contact strategy example shows how automated triggered emails can be used to encourage a subscription upgrade from a free to paid version.
Creative review
This example shows the message and offer development in a well engineered triggered email campaign.
General features shared by each standalone email based on the Email template which has four main blocks tailored in each email(click top right to enlarge):
- View email in Browser
- Clear headline repeats subject line – should change this to encourage reading more?
- Four standard content pods for customising message / creative in each wave of campaign:
- Initial call-to-action below headline follow by general lead-in with benefits
- Second call-to-action with list of benefits
- Third-call-to-action with pricing options
- Fourth call-to-action featuring relevant bonus bundled documents
- Sell too-hard? Should be a softer ‘learn more’ call-to-action
- Each email links through to tailored landing page
- Download Word document detailing email touch strategy example
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I've set it up to be quick, but you can't add true hyperlinks - just text.
Thanks, Dave Chaffey.
Permission-based email
Posted by
Dave Chaffey
at
31-01-2008
Hi,
This is a permission-based email programme - you have to opt-in on the McKinsey site to receive and you can opt-out anytime, but the frequency shown in the Word document is high - so it may be perceived as SPAM.
This is a permission-based email programme - you have to opt-in on the McKinsey site to receive and you can opt-out anytime, but the frequency shown in the Word document is high - so it may be perceived as SPAM.
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