Our company communicates with our client’s prospective customers using three outbound communication channels.
email • SMS • phone

The email channel was underperforming. Although the cadence was regular and sends massive, there was very little response.

THE NUMBERS BEFORE & AFTER

We used typical metrics to track effectiveness and reach

The bottom line metric – We also tracked conversions through the email channel.

Delivered

Domain reputation
Email construction
List management

Opens

Subject line
Preheader relevance
Timing

Clicks

Relevant message
Engaging content

Conversion

Tied to the other metrics but many other elements come into play

Before our team started segmenting the audience and messaging, all customers, not in a pending or active loan, received the same emails on the same cadence. Since 2018, we’ve used a more relevant and timely email strategy.

We adjusted the send strategy based on engagement behavior

  • Engaged: customer opened at least 1 email message in X amount of days.
  • Unengaged: customer did not open at least 1 email message in X amount of days.
  • Adaptive Sending: Act-On has a feature that sends an email based on the customers’ behavior. E.g.) Customer consistently opens email 1PM on a Tuesday, the email will send around that time. Send M-TH. We use this for most marketing emails. If we are running behind for whatever reason, we shorten it to maybe T-TH sending.
  • SOT: (Send over time) Launch an email to send (for example) 6AM-8PM. Send from T-TH. We do this for emails that are not necessarily meant for “marketing” i.e.) customer preferences/SMS opt out email. We also use for our unengaged segments as adaptive sending would not be efficient for this segment. Because this group of customers are less likely to engage with emails, SOT is a great tool to spread the volume evenly and minimize negative performance from ISPs.

Immediate results in conversion

In 2018, we rebuilt the email program, focusing on smaller sends and more targeted messaging. The changes were dramatic as customers responded to the new strategy.

being relevant

getting opens & clicks

This timeline shows the basic marketing timeline and the types of emails sent to that segment.

omni-channel campaigns

Not all campaigns are email only. We consistently run limited-time and specialty campaigns coordinating all the channels our clients allow.

mobile phone

SMS – MaxLend Limited-Time Offer: Loans up to $3,500. Save on fees. Try the VIP Application. {merchantname}/login or call XXX-XXX-XXXX to apply. Reply STOP to opt out

 

agent

CALL – Agent: Hi, may I speak to John Brown, please?

Customer: [Verifies identity.]

Agent: Hi {{John}}, this is (Robert) calling with a limited-time upgrade offer from {merchantname}. How are you today?

[Customer responds. The agent responds to customer appropriately]

Agent: This call is being recorded.

{{John}}, you’ve been selected for a one-time VIP upgrade with your next loan. You’re eligible to apply for up to $3,500 and save on fees compared to your last loan. Since your information is already in our system, we can express your loan application. Can I start that for you now?

 

mobile phone

SMS – Want a better deal? Get your fast, free personal loan quote from MaxLend. No obligation. https://bit.ly/MXXXXXX.XXX.XXX.
Reply STOP to Opt Out.

agentCALL – Agent: Hi, may I speak to Jane Brown please?
Customer: [Verifies identity.]

Agent: Hi {{Jane}}, this is (-Bob-) calling from Blue Trust Loans with a better deal for you. How are you doing today?

[Customer responds. Agent responds to customer appropriately.]

I wanted to let you know this call is being recorded.

{{Jane}}, you’re prequalified to apply for more money and get our lowest rates on $1,200 to $2,500. Since your information is already in our system, we can fast track your loan application. Can I start that for you now?

RESPONSE/INFO. EMAIL

CALL TO ACTION EMAIL

LANDING SCREEN