Click to Enlarge
|
Best (or Most Dramatic) Test You Learned From:
Silver B-to-B
ATIS Symmetricom TechThink Webinars
Brand/Client Side Team:
Jeanne Hopkins
Vendors/Agencies:
Overdrive
Ty Velde
MarketingSherpa Summary - Why They Won:
While more than 80% of technology marketers targeting large organizations offer
webinars or webcasts, almost none of them conduct thorough tests of the email
campaigns surrounding a webcast. And, that's a shame. Unless you test the email
invitation and reminders, you'll never get as much return on investment for that webinar
as you could have.
From Their Nomination Form:
The audience for this campaign was culled from the Symmetricom Telecom
Solutions Division prospect database, ATIS (Alliance for Telecommunications
Industry Solutions) membership and readership, as well as a select opt-in
subscription base from Telecommunications Magazine. As part of a three-part
series, this campaign allowed us the flexibility and opportunity to experiment with
subject line alternatives, timing of email blasts, text versus HTML delivery of
content and most intriguing selection of speakers. Our careful scrutiny of success
and failure factors along the way, resulted in an increase 20% open rate for
follow-up emails to the first two Webinars to a 40% open rate for follow-up emails
for the third Webinar. In addition, this campaign garnered the company more
than 2,000 total registrations -- over half of them unique.
Some of the things we learned along the way included: capitalizing on third-party
vendors as speakers, thereby giving the webinars less of a commercial and more
of an educational appeal; using those well-known vendor speaker's company
names in the subject line; sending eAlerts out well in advance, as well as the day
before the event; using text-based, rather than HTML format (resulted in a
dramatically superior open and clickthrough rate); promoting the content of the
Webinars in the subject line and text - rather than highlighting the company
sponsoring all three; sending "thank you for attending" as well as "sorry we
missed you" immediately following the events, offering URL registration links to
all three Webinars and encouraging recipients to forward to colleagues and
utilizing all follow-up emails to registrants to promote other
ATIS Webinar eAlert: Emails Sent, 40,146, (100%); Emails Bounced, 6,628,
(16.5%); Emails Successfully Delivered, 33,518, (83.5%); Total Emails Opened,
5,069, (15.1%); Total Clickthroughs, 630, (12.4%); Total Registrations,
200,(31.7%). ATIS Webinar #2 eAlert: Emails Sent, 30,680, (100%); Emails
Bounced, 216,(0.7%); Emails Successfully Delivered, 30,464,(99.3%); Total
Emails Opened, 5,871,(19.3%); Total Clickthroughs, 509, (8.7%); Total
Registrations, 224, (44.0%). ATIS Webinar #3 eAlert: Emails Sent, 28,668,
(100%): Emails Bounced, 824, (2.9%); Emails Successfully Delivered, 27,844,
(97.1%); Total Emails Opened, 4,747, (17.0%); Total Clickthroughs, 632,
(13.3%); Total Registrations, 324, (51.3%).
|
