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Are rented lists effective? What can I expect for a conversion rate on one? Are my emails even getting read when I rent a list?
These are all good questions, and the answer is…
The best we can do is look at what other people have done and try to apply similar principles to our rented email list campaigns.
With that in mind, here’s one campaign run by a company called Sermo. Sermo is a physicians-only social network that charges pharmaceutical companies for access to their audience.
It begins with a rented list from Fierce Pharma.
Sermo wanted to use some survey data that they had gathered from their audience as an opt-in offer for an audience of pharmaceutical companies.
Once the audience clicked on the download button, a pop up showed that asked for email and information.
Sermo ran several tests with single article emails, and the results came up inconclusive over and over again.
What they found, however, when they looked closely at the metrics of those tests is that each campaign’s conversion rate varied widely.
That told the team that the main thing affecting the conversion rate on these emails was the content itself.
They found a significant increase in opt-in rates for people who clicked twice on the email (their most qualified prospects).
By examining the data in their rented list campaigns and creating an informed hypothesis, the team at Sermo was able to increase email capture rate by 197% on their most qualified prospects.
Here’s the full case study for you to use in your own presentations…
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Homepages are among the most difficult places for marketers to optimize for a few of reasons:
- Internal company politics can create a battle for real estate on the home page that may or may not be in the best interests of the customer or Digital’s P&L.
- Even if Digital has full control, it’s difficult to determine what to emphasize on the homepage to maximize ROI.
- It seems that one’s really clear on just what a homepage should be in the first place which makes it incredibly difficult to optimize for a KPI.
In a test from the MECLABS Research Library, a large healthcare company was dealing with all of these issues and more. Their homepage was originally focused on a single objective – to get customers onto the “find a treatment center” page further down their funnel.
Here is the control from that test:
The team, however hypothesized that due to the different customer personas coming to the page, a large portion of the visitors were not being properly served by the content on the homepage or the “find a treatment center” page.
To remedy this issue, the team created a treatment that served multiple customer personas with separate paths towards the ultimate goal of landing on the “find a treatment center” page.
Here is the treatment homepage strategy:
When they pitted the two strategies against each other in an a/b split test, the results were significant. The treatment produced a 52% increase in clickthrough to the “find a treatment center” page.
By simply making the shift to serve multiple customer personas coming to the page, and creating content to serve those customer personas, the treatment significantly increased the performance of the homepage.
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