Our client had a rich list of subscribers from over 4 years of business development. Many of the contacts, however, had subscribed and opened emails, but had never purchased anything. They were interested, but they weren’t buying.
We found out that our client’s webinars drove higher conversion rates than any other marketing activity. These webinars typically ran live on Tuesdays, with a replay on Sunday.
The Challenge:
Grow revenue from this customer segment without requiring our client to do a live webinar every night. (Between the Tuesday webinar and running the rest of his business, our client was tapped out for time.)
The Solution:
Automate the webinar registration, delivery, and follow-up process and drive attendance from the dormant contacts.
Using the marketing automation application Infusionsoft in concert with some other automation applications, we created a conditional process that drove leads through the registration, attendance, and follow-up process for the recorded webinars that converted the highest. We were able to run more webinars throughout the week — and these webinars required no extra time from our client.
Then, we segmented our contact list to include active subscribers who had never purchased, and we began a targeted marketing campaign that used email, phone calls, and special landing pages.
Tactics Used:
- Email Marketing (CAN-SPAM Compliant)
- Autoresponders
- Marketing Automation Software
- Funnel Visualization
- Customer Segmentation
- Conditional Follow-Up Sequences
- Automated calls
Technology Used:
- Infusionsoft
- GoToWebinar
- Stealth Seminar
- Microsoft Visio, Microsoft Excel
- Omnigraffle