Industry
Non-Profit
- B2C
MAP
Goal
Leverage the recent investment in marketing automation to increase year-over-year membership retention.
Challenges
New to marketing automation
The team was excited about the investment in marketing automation, but after several months of low utilization, they were ready to up their game and try something new.
Limited access to data
Due to technical constraints, integrating the legacy database with Act-On was not an option, making extracting and segmenting data a persistent challenge.
BIG ideas, SMALL team
The very creative and driven duo had a list of 10+ marketing objectives. The challenge? Creating a systematic approach to prioritizing and launching initiatives, faster.
Highlights
Infrastructure and process
Configured the Act-On platform, documented the data import and appending protocol and created easy to use High-Conversion Master Email and Landing Page Templates.
Strategy and planning
Together we focused on the most critical objectives to craft an actionable plan of attack.
Automated dynamic campaigns
We profiled members in 5 affinity groups and built an automated ecosystem to serve them relevant content on a quarterly cadence.
“Manu was a pleasure to work with and created a system to engage our members, contributing to an 11% increase in member retention!”
Results
+11% increase
in annual member retention
The quarterly automated campaigns boosted engagement, contributing to an 11% increase in retention.
Act-On All-Stars
welcomes two new pros
We provided in-depth training and a 17-page manual to ensure the team could run the campaigns on their own – which they happily do today 🙂
+14% and +2%
lift in open rate and CTR
On average our email marketing efforts netted a 44% open rate and a 7% CTR, dramatically increasing historical benchmarks.
Boosting Your Bragging Rights
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