I Just Called…To Say….That Voice + Email is Powerful Punch
With all the buzz around channels like Voice and SMS, it can be tempting to implement new programs just for the sake of doing what’s hot. And let’s face it, that’s not so hot for your subscribers. So if you’ve been searching for a meaningful way to incorporate Voice into your own marketing campaigns, bravo!
Truth is, we’ve been looking, too. Sure, ExactTarget offers the integrated one-to-one platform to make sending Email, SMS and Voice from a single user interface a snap. But we’ve been known as a leading email company for years, and our B2B environment often lacks the promotional and urgent nature that’s so conducive for some emerging media.
So when R.J. Talyor, one of our Product Marketing Managers and Voice Expert Extraordinaire, approached us about conducting a Voice test for the Email Marketing Intelligence Webinar Series we’re hosting with MarketingSherpa, I was a little apprehensive. Would it add value for our webinar registrants? Would they be receptive to new channels of communication from ExactTarget? Can Voice make a measurable impact on the event attendance?
In short, all findings point to YES. I’m pleased to report that the Voice testing results from the first webinar were extremely positive. I hope you find the following information both useful and encouraging when considering how (and when) to add Voice into your own marketing mix.
Webinar Reminder Testing Goal: To find the ideal messaging mix to drive webinar attendance via reminders
Testing Approach
Registrant list split into three random groups to receive reminders the day of the event.
- Email-Only Reminder Group
- Voice-Only Reminder Group
- Email + Voice Reminder Group
Test Findings
- Email + Voice reminders drove the highest webinar attendance (43%)
- Email-only reminder came in second (36.3%)
- Voice-only reminder drove fewest attendees (29.6%)
We’ll be continuing to test Voice for the next few webinars, so sign up to see them in action and stay tuned for further results!
Cheers,
Ashley Sales
Manager, Marketing Communications
ExactTarget Feed
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