CEG Solutions
Email Campaigns
Commercial & Industrial Email Campaign
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COMMERCIAL & INDUSTRIAL EMAILS
These emails were directed towards commercial & industrial sector decision-makers.
They were initiated alongside cold calls and LinkedIn messages.
Campaign Goal: Brand awareness and conversion. We strived to increase our open rates by at least 10% and achieve 12 conversions (sales calls) per campaign.
Process: I restructured the email marketing process by transitioning from HubSpot to Smartlead.ai and Gmail. HubSpot is primarily suited for newsletters rather than cold outreach. Smartlead offers higher open rates due to enhanced deliverability achieved through warmups, domain health scores, and unique domain addresses. The sales team verified leads, while I focused on identifying optimal titles for targeting.
Results: We experienced an open rate that was 5 times greater than the initial iteration; however, we did not reach our targeted reply rates. A/B testing showed certain subject lines to be superior.
Subject Line Analysis: More specific subject lines performed better than broad statements. Our audience preferred to be called by name and was interested in sustainability over decarbonization. Interestingly, they responded well to the reverse psychology tactic, “don’t open this email.”
Future Iteration: If I could redesign this project, I would create a campaign to “warm up” leads. I might try Google Ads and focus more on LinkedIn Sales Navigator messaging. I would research C&I issues to find other marketing angles and run more A/B testing. I would also give our organic marketing some more time for brand awareness and trust.
CREDITS
Copy: Catherine W.
Content Strategy: Catherine W. & Tony Guidetti
Design: Minimal – Catherine W.
Research: Catherine W. & Tony Guidetti
Healthcare Email Campaign
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HEALTHCARE EMAILS
These emails were directed towards healthcare sector decision-makers. They were initiated alongside cold calls and LinkedIn messages.
Campaign Goal: Brand awareness and conversion. We strived to increase our open rates by at least 10% and achieve 12 conversions (sales calls) per campaign.
Process: I restructured the email marketing process by transitioning from HubSpot to Smartlead.ai and Gmail. HubSpot is primarily suited for newsletters rather than cold outreach. Smartlead offers higher open rates due to enhanced deliverability achieved through warmups, domain health scores, and unique domain addresses. The sales team verified leads, while I focused on identifying optimal titles for targeting.
Results: We experienced an open rate that was 6.5 times greater than the initial iteration; however, we did not reach our targeted reply rates. A/B showed certain subject lines to be superior.
Subject Line Analysis: More specific subject lines performed better than broad statements. Our audience preferred to be called by name and was interested in sustainability over decarbonization. Interestingly, they responded well to the reverse psychology tactic, “don’t open this email.”
Future Iteration: If I could redesign this project, I would create a campaign to “warm up” leads. I might try Google Ads and focus more on LinkedIn Sales Navigator messaging. Short videos from the sales team are another campaign option. I would research healthcare issues to find other marketing angles and run more A/B testing. I would also give our organic marketing some more time for brand awareness and trust.
CREDITS
Copy: Catherine W.
Content Strategy: Catherine W. & Sales Team
Design: Minimal – Catherine W.
Research: Catherine W. & Sales Team