What do you do when your customers are converting, but just not the way you want them to?
Our client Download Youth Ministry (DYM) was recently caught in that situation.
DYM is an online source dedicated to providing unique and quality digital youth ministry resources such as games, sermons, volunteer training lessons, etc.
Youth ministers are in constant need of new resources, but they are often limited in both time and budget. DYM keeps those limitations in mind and have built a solid customer base around hundreds of digital resources.
DYM produces new ministry resources on a weekly basis to attract new and recurring customers. However, their main focus is to draw customers towards a membership for a monthly subscription of $20. The membership provides the customer with 8 different resources each month along with a $20 store credit to spend on additional items.
Our Goals
DYM has always put in the effort to market their membership program, however they would like to optimize their strategy to allocate time towards other campaigns. Our goal is to:
- show DYM customers the value in the monthly membership and lead them towards subscribing
- increase the efficiency of current marketing efforts
The Solution
Our inbound marketing team discovered that many DYM customers would purchase more than $20 worth of resources in a single month, which means they would be spending more than they needed to if they were subscribed to the membership.
Using the Magento and Hubspot Integration, we were able to create a dynamic list of contacts who are:
- not current members
- has an average order value close to $20
With this list, we created an email workflow that automatically sends out an email hinting that with the amount they just spent, they could be getting so much more while actually saving money (click to view full size).
The Results
This email workflow resulted in an initial discovery of 1,588 customers that were spending close to or more than the cost of the monthly membership, and this list is constantly growing automatically.
So far, the email has an open rate of 51.6%, a staggering 34.66% more than the eCommerce industry standard.
With a 5.9% click-through rate and a 10.01% conversion rate, this campaign is extremely successful in helping customers realize the value of a monthly membership.
The best part of this campaign is it's completely automated. Anytime anyone meets the list criteria, they are sent the membership promotion email. This is one way DYM is taking advantage of a type of marketing automation that inbound marketing can reveal.
There are 3 factors driving the success of the campaign:
1. Smart Audience Segmentation
Segmentation allows for targeted campaigns, making them more likely to be successful. Since our goal was to show customers’ the value of a monthly membership, we segmented our audience based on their spending habits.
2. Personalized Touch
When an email is personalized, it makes the audience feel as if the email was just for them. Our workflow included mostly plain text, taking away the feeling of an advertisement.
Despite the membership not being a special offer, it performed well because it was relevant to the receiver. We specifically targeted those who were spending close to or more than the monthly membership because for them, the membership would be a better value for their spending.
Conclusion
Through specific targeting and providing an offer relevant to them, we were able produce a campaign that is not only optimized for conversion but also freed up time. Automation allowed for us to shift our focus and grow our other marketing efforts.
