Tag Archives: social networks

Everything You Think You Know About Networking Is Probably Wrong

Everything You Think You Know About Networking Is Probably Wrong

Common knowledge says that networking is a way for job seekers to better their chances of finding employment because it’s a way of making contacts at companies that may be hiring. Traditionally, networking consists mainly of passing out business cards and connecting on LinkedIn.

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Why Content Engagement Through Social is Failing and What You Can Do About It

Why Content Engagement Through Social is Failing and What You Can Do About It

In his introduction to the 2018 Content Trends report from Buzzsumo, Mark Schaefer, a content-focused consultant and author of the "Content Code," points out that content overload is nothing new, but it is a problem that is getting worse by the year.

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Are LinkedIn’s Groups Changes Too Little, Too Late?

Are LinkedIn's Groups Changes Too Little, Too Late?

LinkedIn sent a cryptic message to Group Admins on Jan. 14 announcing it was “making some changes to the LinkedIn Groups experience.” The three changes to the Groups community features were: the ability to post video, @mention members, and see Groups from your homepage and in the feed.

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Why Email Remains The Top Enterprise Collaboration Tool

Why Email Remains The Top Enterprise Collaboration Tool

Over the course of the last year, there has been considerable discussion about the role of email in workplaces that depend heavily on social network and other collaboration tools. In these discussions, there appears to be a general consensus that while social networks are useful to achieve work-related goals,

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The Ultimate Guide to Content Marketing Channels: Social Networks

The Ultimate Guide to Content Marketing Channels: Social Networks

Content marketing has become the backbone of every worthwhile B2C and B2B marketing strategy. The short explanation for that is that no other form of marketing allows a brand to deliver such high value information at the same speed and scale.

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How Sermo increased the opt-in rate for a rented list by 197%

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…

It depends.

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.

Serma pic 1

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.

Serma pic 2

That told the team that the main thing affecting the conversion rate on these emails was the content itself.

The team hypothesized that if they created a send with different content options in the same email, the opt-in rate might improve significantly. So they created a treatment email and tested it.Serma pic 3

 

They found a significant increase in opt-in rates for people who clicked twice on the email (their most qualified prospects).

Serma pic 4

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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Email Messaging Test: 104% increase in conversion from rented list
Email Conversion and Lifecycle Messaging: How Marriott Rewards generated 86% more email-driven revenue

No, No, No: Snap Did Not Open an International HQ in London

No, No, No: Snap Did Not Open an International HQ in London

Oh Snap!  Everyone, it seemed, was happy to report Venice, Calif.-based Snap, the parent company of Snapchat, was making London its international headquarters. But guess what? It didn't. And it isn't. Only HQ in California "Today, the media reported that we selected London as our International HQ. That is not true. We have

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