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Variable Tags in Email Campaigns
Variable Tags in Email Campaigns
Challenge
Challenge
An events company running 250 events per year runs a 5-email campaign in the lead up to each event, emailing all leads and customers within a 3-hour drive of the event. Originally Sales would send these 5 emails since every lead and customer was assigned a Sales Rep. Now Marketing has been tasked with running the campaigns and sending the 5 emails per event. However, when Marketing sends their emails, Sales Reps do not receive replies and the email recipients do not receive the phone number for their assigned Sales Rep. The result is that Sales is still sending their 5-email campaign even though Marketing is now sending 5 emails in their campaign. This means that recipients are receiving twice as many emails as they should, leading to higher unsubscribe rates. Recipients are also receiving different content in their emails depending on their Sales Rep.
Solution
Solution
We met with Marketing and Sales to workshop and agree on the content and deployment schedule for each 5-email campaign.
Utilizing the Pardot email marketing platform, we placed variable tags in the subject line of emails to boost Open Rates by including the campaign member's First Name from their Salesforce data.
At the bottom of each email template in the campaign, we variably tagged the signature with the Sales Rep's contact information.
We deployed each email so that is was "Sent on Behalf of" the assigned Sales Rep, meaning that any campaign member replies to the email would go directly to their assigned Sales Rep.
Results
Results
Unsubscribe Rates dropped by 15% since customers started receiving only 5 emails instead of 10.
The email content and value proposition became uniform regardless of the assigned Sales Rep, which helped protect the brand and value proposition the company was trying to maintain.
Sales Reps shifted their time to following up with warm leads instead of sending campaign emails.
Campaign members gained direct access to their assigned Sales Rep and Sales Reps were able to prioritize interacting with interested campaign members instead of just cold calling down their list of campaign members.
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