Goals
Boosting Conversions with Automated, Personalized Emails for a senior living community partner.
It was suggested to set up automated emails that would be sent to prospects immediately upon form completion, acknowledging their specified interest and providing more information on that topic. At first, the agency contemplated creating individual emails, but it quickly realized that such an approach would present a logistical nightmare. Writing content to cover all possible scenarios wasn’t a challenge, but managing the many different emails, tasks and workflows to support the effort was something that wanted to be avoided.
Approach & Solution
Launchpad’s dynamic content operates based on buyer personas that are created in within the platform. In this case, the persona is defined by the type of service in which the prospect has shown interest. Upon form-fill-out, a single email builds itself dynamically according to the persona. Both the personas and the dynamic content are set up easily using a point-and-click interface with no coding required.
If a prospect indicates interest in independent living, that persona would be assigned and then independent living content would be presented in the email; if someone selected assisted living, assisted living content would be provided, and so on.
The beauty of this is that a single email in one workflow can handle all the permutations of interests that might come in from the “Contact Us” form. With dynamic email, Biznet was able to implement nearly a dozen different emails to address the needs of Senior Living Community’s prospects and leads.
Results
16%
Increase in Revenue
45%
Increase in Subscribers per Month
