Case Study: Successful Email Campaign Drives Engagement and Event Registrations
In early 2015, we spoke with Sheree Esser, Consumer Engagement Marketing Manager at Trinity Health, about a planned marketing automation pilot at Saint Alphonsus in Boise, Idaho. We recently followed up with Esser to find out the results of the pilot.
The first step was to make sure the email list was deliverable, and that consumers opted in to receive email marketing communications. “We had emails that went back as far as seven years, but we had never talked to these people,” says Esser. A permission email went out, explaining what Trinity Health had in mind, and giving recipients the opportunity to opt out. Very few did. Out of a mailing of 50,000 emails, only 300 people opted out.
In addition to the low opt-out rate, there was another happy surprise. The email included a link to a wellness page on the website, which in the month before sending the email had 68 unique visitors. During the month the permission email went out, 774 unique visitors came to the page, and while they were there, they visited other pages on the website as well. “A number of them signed up for our e-newsletter and for for classes and events—all things we hadn’t asked them to,” says Esser.
Sheree Esser, Consumer Engagement Marketing Manager at Trinity Health
The email campaign was so successful at driving registrations to an upcoming seminar that Esser was concerned that if she sent out too much direct mail, the seminar would be overbooked. “Our original intent was to send 10,000 direct mail pieces to individuals who did not have an email or had not responded to the emails that were sent to them,” says Esser. “We ultimately cut that number in half to 5,000.”
For all the details of this highly successful email campaign, read the full article now: Trinity Health’s Marketing Automation Pilot: Email Reduces Need for Direct Mail.
Best regards,
Matt Humphrey
President
Start Your Online Access Today
Do you subscribe to the print edition?
Set up your complimentary online access now »
Not a member yet?
Sign up for a FREE trial membership »
Don’t forget your complimentary group membership upgrade!
Once you’ve signed up as a member, you can add up to 9 colleagues for no additional charge with our Group Membership Upgrade. Everyone gets his or her own access account. It’s really an incredible value.