Data-Driven Email Marketing Success

Email marketing isn’t a silver bullet but don’t let anyone tell you it’s not worth the time or energy. When you send the right people the right content at the right time, you’ll see engagement across a variety of titles and industries.

The Challenge

With an impressively large but generally unmaintained database and a team-wide lack of technological knowledge, this professional services organization struggled to move past a “one email = campaign” mentality.

The Solution

By reviewing existing email marketing reports and parsing by general buyer personas, baseline KPIs could be identified and used as a ruler for future improvement. Through consistent testing and fiercely guarding emails as a thought leadership marketing tool vs hard pitch sales tool, this professional services company grew its newsletter opt-ins by over 100% in two years and in four years consistently saw a CTR (click through rate) of 70+%.