Preface

In my current role as a Marketing Specialist, optimizing email communications is always at the fore-front. Whether it is an announcement, a notice, or a newsletter, we are constantly reviewing processes and identifying where we can improve.

 

The Challenge

Every year, my company holds an annual conference for the Yellow Network. Along with inviting attendees to simply attend the conference, we also offer sponsorship opportunities. The higher the cost of the sponsorship, the better the benefits. For example, if a contact signs up for a $5,000 opportunity they get more signage and recognition than someone who signed up for a smaller $1,000 opportunity. Our challenge was gaining sponsorships for the 2019 Yellow Network Conference.

 

The Solution

At the start of our campaign, our goal was to fulfill all seven sponsorship spots available. In-order-to reach out to our clients and let them know about this opportunity, we decided to do an email campaign.

The campaign included:

  • initial email invite for sponsorship
  • a landing page – sponsorship opportunities are listed (informational)
  • a landing page – includes form to select a sponsorship opportunity (includes form)
  • a landing page – confirmation for signing up to sponsor
  • a confirmation email

 

“YES” Path

When the assets were finalized, we decided we wanted to set up the campaign with reminders. A contact would receive the invite for sponsorship and then once a week for a duration of six weeks they would receive reminders. If they sign up for a sponsorship or did the “YES” path, we then placed them into a shared list, so that they would no longer receive these reminders.

See the above campaign canvas set up for reminder emails

 

 

“NO” Path

This then brought up the fact, that some people may not want to sponsor, so they would not need these reminders. In-order to resolve that, we decided to set up a “NO” path with a blind form submit. They would simply hit a button labeled “Regretfully Decline”, and then they would be moved to another shared list to ensure that they would no longer receive reminder emails.

 

See Blind Form Submit Code in the Web Address URL box. Creating a Blind Form submit may see daunting but only requires simple copy and pasting.

 

Results

For the 2019 Yellow Network Conference, we exceeded our goal of fulfilling all seven sponsorship spots available. We had 12 sponsorships purchased, which is an improvement when compared to 2018’s three sponsorships purchased! We attribute the 300% increase in sponsorships due to the setup of the reminder campaign and the simplicity of the blind form submit. By eliminating the uninterested contacts, we were able to better target and only reach out to interested contacts. Furthermore, the revenue made from 2019 was a total of $20,000 USD, compared to 2018’s $2,750 USD. That is a jaw dropping 627% increase in revenue over a year!

 

Take-Away

Going forward, I will continue to utilize reminder campaigns and use blind form submits where applicable. It is always hard to email contacts and ask them to not only to make a purchase, but to also fill out a form when they are not even interested. It is important to keep in mind the users experience when planning, and what occurs to them as they receive an email.

 

Helpful Resources

Fundamentals of Forms and Landing Pages

Fundamentals of the Campaign Canvas