Increasing conversions by 2,300% with High performance marketing
Using multi-channel marketing automation platform, I created personalized user journeys to engage targeted segments. Four communication types were used: email, in-app messaging, SMS, and on-demand postcards. The user journeys were interactive, adapting to users in pre-programmed ways, as they engaged with content.
Chart below: Several sample user journeys with their total open and click rates:
Below: Total conversion rate across all journeys during the six months after launch in 2016:
TRIPLING ATTENDANCE
Open and click rate shown at left is for a user journey I created to boost attendance at our annual conference. (Attendance tripled.) Three separate user journeys were created for this audience segment. Period shown: March - June 2016. Graphic of user journey depicts the beginning stages of the journey.
SMS: Integrating with Twilio
I added a custom Twilio integration enabling voice/SMS programming via our own dedicated number. Recipients of an SMS were able to respond by text to the originating number. The text message then was programmed to be forwarded to my cellphone for rapid response. Recipients could also dial the number and speak to me directly (via call forwarding) or leave a voicemail which was programmed to be transcribed and sent to my inbox.
IntegratiNG with Lob.com
Triggered postcards were part of the online user journeys I created: a colorful and tangible way to stay top-of-mind with clients, visitors, and non-profit donors.
IntegratiNG with Slack
I integrated Autopilot with our Slack account, creating a channel for curious team members to view responses from users.
USER PROFILES
As users entered journeys their previously anonymous website browsing history (retroactive) was appended to an automatically-created profile which drew in publicly available information such as employer, photo, and social media handles.
PROGRAM SUMMARY
Intelligent use of behavior-based marketing led to a rapid and dramatic increase in number of, and quality, of leads. Engagement rates soared as users received meaningful, personalized, and authentic communications. Implementation of the program was low-cost and frictionless.
