The ‘Got Your Back’ Campaign was a progressive dialogue of 8 different email communications that educated the audience on diversity and inclusion. SCW started the campaign with 3,426 email-able contacts. Prospects entered the campaign via segments based on a number of criteria such as: digital body language due to activity on tagged Diversity and Inclusion web pages, opt-in via their email subscription center, and opt-in by the sales team via an opt-in picklist found on the contact record in SFDC.
SCW A/B tested subject line impact on open rates for emails 1, 3, and 5. For emails 2, 4, and 6 they tested CTA impact on click-throughs. They tested 20% of the distribution list and then sent the successful subject line/offer piece to the remaining 80%.
The whole process from start to finish took less than 10 weeks. The campaign brief which was used to create and verify the strategy and messaging took 4 weeks. Then by using content marketing best practice and reusing a lot of content that had only been used once before, we built out the 8 campaign elements in less than a week.
This saved a lot of time and energy as did the ability to opt-in contacts directly from the contact record in SFDC. The task to create a verified list from the 3,426 email addresses only took a week. Eloqua build, SDFC coding and all the testing was completed in 4 weeks.
Sojourn Solutions helped SCW to whiteboard and then build the campaign in Eloqua. We also helped SCW define and build the feeder for the
campaign including creating the opt-in process in SFDC for their Sales people to opt contacts into the campaign from within SFDC.