This Sporting Brand Increased their Qualified Leads by 250% in 2 Months
This Sporting Brand was able to increase their qualified leads by 250% and revenue using Email Marketing and Automations.
They did it in 60 days. And they accomplished it with only 2 people marketing team.
A team of 8 with only 2 people in marketing; which organised events across 4 cities. Working with over 20+ brands at any single point of time.
Saying marketing team was bandwidth constrained would be an understatement.
On top of it, their marketing budget was pretty much non-existent.
So how did they do it?
Let’s break it down step by step.
Understanding Buyer Persona
So the first thing they did was break down their user persona into two parts:
- Brands - who will be sponsoring the events
- Sports & Fitness Lovers - who will be attending the events
They further broke it down further city-by-city.
Using tagging, they segmented their user personas further based on type of sports eg: running, table tennis, football etc.
Every Popup belongs somewhere
With clear segmentation of their user personas out of the door, the marketing team created laser sharp popups with clear Call to Actions.
And then, they targeted these popups on specific website pages.
E.g.: A Page about events in San Francisco will have a specific popup about San Francisco.
Similarly pages about a specific sport, e.g.: running, would have a targeted pop-up about running tips & tricks.
The best part?
Their conversion went upto 4.2 % (increase of 300%) by day 7.
The first WOW
The next thing their marketing team did was to convert these leads into first time buyers.
Right after new leads gave their email, they would send them an automated email with a one-time use coupon.
This was massive.
Almost 20% of these leads ended up converting into buyers within next 14 days.
With couple of ballpark hits the team was all jazzed up.
They started optimising their user funnel further.
Drip Drip Drip...
The next problem for the marketing team was converting the non-buyers (people who didn’t convert in first 14 days) and nurturing them further before doing a soft sell.
So the team followed the following strategy:
They created targeted drip emails based on every sport event they organised.
Upto 7 emails which go over next 30 days.
The focus was on delivering value by educating these sport & fitness enthusiasts.
1-Click Magic and 25% more sales
The drips helped in building relationship and trust with their end users.
To close the sale, they send promotional emails about various sporting events once or twice every week.
They send them based on city and sport type so that their users don’t see it as a nuisance.
They didn’t want to bombard their users with promotional offers. However, at the same time, they realised that if only more people saw their message about events, they would be able to sell more tickets.
So, they reached out to only non-openers of promotional offer after say 2 days with a different subject line.
And it worked
It worked big.
It ended up netting them over 25% increased sales on a per campaign basis.
ROI delivered by Marketing Automation is 83X. The increase in qualified leads is up by 250%.
The increase in revenue has happened in only first 60 days.
And this is only the beginning.
The major takeaway for the Sporting brand was how small changes when measured well, added up over time to create a massive effect using Email Marketing and Automations.
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