“Email turned out to be the most profitable channel”: how we launched email marketing with Prime Dentistry
Posted: Tue Dec 03, 2024 5:44 am
Company: Prime-stomatology
Website: prime-med.ru
Sphere: Medicine, dentistry.
Audience: Men and women 25+ with average income. Mainly from Ryazan.
Actors: enKod platform, Liza Bratchikova and Denis Lepilkin from Prime-stomatology.
Tasks
The client approached us in the second half of 2022 with a request to launch email newsletters. The client had no expertise in email marketing, so we had to do all the work: from setting up sending scripts to collecting statistics.
What we did:
We made a master template and design system for mailings
We came up with and set up sending a welcome chain
We sent out two regular chains of useful emails
We came up with lead magnets, designed and configured pop-ups to collect a contact base
We have collected segments to evaluate the effectiveness
Results in one slide
For those who do not want to delve into the details of the case, we have prepared a slide with the general results of the project.
Below we will tell you how we managed to achieve such results.
Collecting the base
An address base is the main asset in email marketing. The more people receive a newsletter, the more likely it is that some of the recipients will be interested in the service. Prime already had a base of ~20 thousand email addresses - these are people who have been to the dentist or left their email on the site. This base was enough to start working with the email channel.
Our task was to monetize the collected nepal business email list email addresses and increase their number. From the very beginning, we added another form for collecting subscribers - a pop-up with a lead magnet on the site.
At first, in exchange for an email, we offered a dental care memo. But this option didn't work well, so we made a pop-up. You leave your email in it and get a guide on how to get back 13% for dental treatment through the tax office. The conversion to subscription increased by 4.3 times.
Welcome chain
The welcome chain is one of the most converting email mechanics. The subscriber who has just left an email is maximally interested in the services offered here and now.
The welcome chain consists of three letters: a letter with a survey, a letter with a lead magnet, and a letter with the advantages of the clinic. The last two are clear from the names. We will tell you more about the survey: this letter is needed to segment the audience into those who have children and those who do not have children. The survey takes place right inside the letter. Depending on which button the user clicked, we automatically fill in the "have children" field for him as true or false.
Regular newsletter with useful tips
If a subscriber has children, we send them advice for parents. For example, when to take a child to the dentist for the first time and how to properly prepare them for this.
This mailing is not time-bound — the letters in it are always relevant. A new subscriber gets to the beginning of the chain and receives one or two letters every week, depending on whether he has children or not.
Bulk mailings
In addition to regular letters with useful tips, there are mass mailings. Usually these are 1-2 letters in which we announce the nearest promotion. The task of such letters is to motivate users to take advantage of the offer after we have warmed them up with useful letters.
Results
We identified segments of people whose registration is positively affected by email newsletters. Then we calculated how much money they bring in. The most valuable audience segment for us is “Attracted Clients” — users who had not visited the dentist before leaving their email in the pop-up and started reading our letters.
Next comes the retained user metrics, this is all about retention. Users who interacted with the email before signing up for a follow-up appointment.
Website: prime-med.ru
Sphere: Medicine, dentistry.
Audience: Men and women 25+ with average income. Mainly from Ryazan.
Actors: enKod platform, Liza Bratchikova and Denis Lepilkin from Prime-stomatology.
Tasks
The client approached us in the second half of 2022 with a request to launch email newsletters. The client had no expertise in email marketing, so we had to do all the work: from setting up sending scripts to collecting statistics.
What we did:
We made a master template and design system for mailings
We came up with and set up sending a welcome chain
We sent out two regular chains of useful emails
We came up with lead magnets, designed and configured pop-ups to collect a contact base
We have collected segments to evaluate the effectiveness
Results in one slide
For those who do not want to delve into the details of the case, we have prepared a slide with the general results of the project.
Below we will tell you how we managed to achieve such results.
Collecting the base
An address base is the main asset in email marketing. The more people receive a newsletter, the more likely it is that some of the recipients will be interested in the service. Prime already had a base of ~20 thousand email addresses - these are people who have been to the dentist or left their email on the site. This base was enough to start working with the email channel.
Our task was to monetize the collected nepal business email list email addresses and increase their number. From the very beginning, we added another form for collecting subscribers - a pop-up with a lead magnet on the site.
At first, in exchange for an email, we offered a dental care memo. But this option didn't work well, so we made a pop-up. You leave your email in it and get a guide on how to get back 13% for dental treatment through the tax office. The conversion to subscription increased by 4.3 times.
Welcome chain
The welcome chain is one of the most converting email mechanics. The subscriber who has just left an email is maximally interested in the services offered here and now.
The welcome chain consists of three letters: a letter with a survey, a letter with a lead magnet, and a letter with the advantages of the clinic. The last two are clear from the names. We will tell you more about the survey: this letter is needed to segment the audience into those who have children and those who do not have children. The survey takes place right inside the letter. Depending on which button the user clicked, we automatically fill in the "have children" field for him as true or false.
Regular newsletter with useful tips
If a subscriber has children, we send them advice for parents. For example, when to take a child to the dentist for the first time and how to properly prepare them for this.
This mailing is not time-bound — the letters in it are always relevant. A new subscriber gets to the beginning of the chain and receives one or two letters every week, depending on whether he has children or not.
Bulk mailings
In addition to regular letters with useful tips, there are mass mailings. Usually these are 1-2 letters in which we announce the nearest promotion. The task of such letters is to motivate users to take advantage of the offer after we have warmed them up with useful letters.
Results
We identified segments of people whose registration is positively affected by email newsletters. Then we calculated how much money they bring in. The most valuable audience segment for us is “Attracted Clients” — users who had not visited the dentist before leaving their email in the pop-up and started reading our letters.
Next comes the retained user metrics, this is all about retention. Users who interacted with the email before signing up for a follow-up appointment.