Friday, January 16, 2009
When you think about ExactTarget, you may think about email. But for the past year and a half, we've expanded out to other channels, including SMS, Voice and Landing Pages. The results below will hopefully have you thinking about additional messaging mediums. . .
As the Product Marketing Manager for SMS, Voice, and Landing Pages, I'm excited to be working with the ExactTarget Marketing Team to implement multi-channel programs that leverage our newest messaging mediums. Here's one example of how we used email and voice offerings to optimize webinar attendance for the Email Intel webinar series, co-hosted with MarketingSherpa.
Our strategy: use voice as a 'reminder' to join the webinar. Typically, we send out just email reminders, but we suspected that a personalized Voice message from the webinar host would drive higher attendance than a straight email reminder campaign.
We were right. Results below:
- A higher percentage of registrants attended a series of four webinars over six weeks when receiving both an email AND voice message (over just an email reminder, or just voice voice reminder)
- In 2008, the appropriately-timed combo of email + voice drive a higher percentage (+14%) of registrants to the webinar series.
- So far in 2009, webinar attendance is up 13% for webinar registrants receiving an email and voice message reminder.
This blogpost may remind you of a prelminary results post from the fall, written by Ashley Sales - see her ealier post here.
In 2009, the ExactTarget Marketing Team plans to continue multi-channel testing to identify the ‘sweet spot’ in terms of the communications content, timing, and medium. Stay tuned for more results!