By Kasey Dean, Simplicity Simplicity Lone Beacon’s Senior Director of Accounts.
Recently, we teamed up with a client down South to tackle an exciting opportunity. We launched a 3-month trial focused on promoting a tax webinar on-demand. Our goals? Refresh their database with new content and get their current contacts more involved.
Executing Digital Marketing Campaigns
For the first two months, we ran a targeted digital marketing campaign and sent emails to their existing database. The results were pretty impressive: out of 178 people who signed up, 70 showed up to the webinar. Even better, 85% of those attendees came from our emails. This really showed the power of reaching out directly to people you already know. Our email campaigns did great too, beating industry standards with over 60% open rates and a 12% Click-to-Open rate. People were definitely interested and engaging with what we sent.
A Closer Look
Looking closer at the database strategy, we found that many attendees had been receiving automated emails for over a year. This just goes to show how important it is to keep in touch with clients and prospects regularly. It helps people remember you and makes them more likely to respond when you have something important to share.
Getting Granular with Email Campaigns
For the last webinar, we decided to focus solely on email campaigns, using what we learned from the database. We carefully divided people into groups based on things like income levels (like those with $250K+ in assets), whether they’d downloaded tax guides before, and if they’d attended previous webinars. This let us tailor our messages to each group. While we expected fewer sign-ups (about 40), we saw a 50% attendance rate. Our email open rates stayed strong at 60%, and our Click-Through Rate improved to nearly 20%. This showed that personalized messages really work.
In a nutshell, our campaign boosted webinar attendance and engagement, and strengthened the advisor’s relationships with clients. By nurturing their existing database, we uncovered opportunities they hadn’t noticed before. While getting new leads is important, don’t forget about the leads you already have – there might be hidden gems in there. Our VP of Sales and Marketing, Mike Schaffman, talked about this in his blog on finding leads you might have missed. It’s not just about managing data; it’s about using that data to build stronger connections and grow your business.
Ready to step up your lead generation and database nurturing game? Take a look at what you’re doing now and think about adding some personalized, targeted campaigns to boost engagement and results. Give us a shout to see how our tried-and-true methods can supercharge your marketing efforts and help your firm grow.
About the Author: Kasey joined Simplicity Lone Beacon from the sportswear industry where she was a marketing manager overseeing the strategy, content creation, execution and analysis for New Balance Athletics’ first-ever customer rewards program. She has also managed a million-dollar media budget, creating content and measuring performance for paid and organic marketing campaigns. Kasey graduated from Brandeis University with a double major in Business & American Studies, where she was also two-year captain of the Varsity Women’s Basketball team. In her free time, Kasey enjoys being active and traveling as much as possible.
