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Conversion optimization
Bringing a lead from consideration to decision continues to be the biggest obstacle in the marketing funnel. A way I tackled that at OrbCare was with a collection of programmatic email campaigns, personalized email tracks, and integrating a conversational marketing that’s lead to 85% of all conversions coming through either email or our chatbot
Using a tech stack of Mailchimp, Hubspot (later Salesforce), and Intercom. Over 280 emails have been created into 17 different email tracks that range in a combination, or life cycle, medical specialty, and feature interest. Our open rate suggested high visibility while maintaining a slightly higher open rate that the industry.
Introduction of a new feature set to beta with existing clients
Nurture email sent to Radiology specific audience that have expressed wanting to learn more
An effective experiment that was run had combined discounted offers distributed through different email campaigns, offering the same benefit. The prospect was told to visit the company page with said discount and state the specialized code into our chat assistant.
Not only did that help to attribute which email tracks were working effectively, but it also gave us a clearer picture of the % of traffic that came from our emails to our chatbot that led to a conversion.
Resulting in a 4x spike in traffic, discount code used 68 times within a 15 day period, and ultimately 11 new account signatures.
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