The Situation:
In The News hired a company overseas to generate leads from newspapers and magazines.
The company did a great job…well..too great of a job.
The problem arose when the lead generators would produce nearly 200 leads daily and it would be too many for the sales team to contact with the current system of:
- The salesperson reading the article in the publication
- The salesperson finding the contact info of the people in the article
- Contacting the person in the article
So how could In The News get in touch with the leads produced by the lead generators without disturbing the current system?
The Task:
During my tenure as the Marketing Coordinator at In The News, I was approached by the executive team on how to solve the problem.
I suggested that since we use HubSpot as our CRM, we can create a system in which their outsourced lead generators could input the information they gathered into an email drip campaign that would reach the leads and help generate sales using either a salesperson or buying online.
I knew that this was going to be challenging but fun!
I always been a fighter so bring it on!
Action Taken:
Since I was knowledgeable in HubSpot since utilizing it for my personal ventures, I began creating an email drip campaign which included:
- A congratulations email for being “In The News” (pun intended)
- The landing page so the lead can request a mockup
- Once they requested the mockup, the image was created then sent to the prospects in the email like the one below:
- The email provided a CTA so they could view their mockup in detail on a landing page specifically designed for it. On this page, they would be able to order the plaque or contact a salesperson to help them out with the process. Click here to see the mockup yourself!
- If they had problems with the engraving on the plate, they could fix it by going to another landing page to fix it. Click here to see the page yourself!
- If they did not order the plaque or opted in to talk to a salesperson, they enter into a 6 email drip sequence that would be completed in 2 months.
The Result:
The initial emails produced a 36%-45% open rate with more than half who opened requesting a mockup.
Unfortunately, I finished it on my last week employed at In The News and the next email in the sequence was to be sent one week after the mockup request so I couldn’t get the numbers from the other emails (which was a bit disappointing.)
For the leads who did not open any of the emails. They were given to the sales team to follow up.
So all well ends well, right?
