Client: PROSPR Financial Wellness
Industry: Financial Wellness and Coaching
Objective: To enhance the email marketing strategy to increase engagement, boost lead generation, and drive conversions for PROSPR Financial Wellness’s coaching programs and software subscriptions.
Background
PROSPR Financial Wellness is dedicated to providing personalized financial coaching and access to specialized software to help individuals achieve their financial goals. Despite their valuable offerings, PROSPR’s email marketing campaigns were not yielding the desired results, with low open rates and minimal conversions. They turned to Enovista Digital to revamp their email marketing strategy and achieve better outcomes.
Strategy and Execution
Enovista Digital focused on creating personalized, engaging, and visually appealing email campaigns. The key steps included:
- Audience Segmentation: Dividing the email list into segments based on demographics, past interactions, and interests.
- Content Personalization: Crafting tailored content for each segment.
- Design Optimization: Creating visually appealing and responsive email templates aligned with PROSPR’s brand.
- A/B Testing: Conducting A/B tests to determine the most effective elements.
- Performance Analysis: Continuously monitoring and analyzing campaign performance to make data-driven adjustments.
Implementation
1. Audience Segmentation
We segmented PROSPR’s email list into the following categories:
- Current Clients: Active clients engaged with PROSPR’s coaching services and software.
- Past Clients: Individuals who previously participated in PROSPR programs or used their software.
- Leads: Potential clients who have shown interest but have not yet committed.
- Newsletter Subscribers: Individuals subscribed to PROSPR’s newsletter for financial tips and updates.
2. Content Personalization
Tailored content for each segment:
- Current Clients: Coaching tips, software updates, and success stories.
- Past Clients: New program launches, testimonials, and re-engagement offers.
- Leads: Information about coaching programs, success stories, and free trial offers.
- Newsletter Subscribers: Financial tips, industry trends, and PROSPR updates.
3. Design Optimization
Developed visually appealing email templates using Canva, ensuring they were mobile-responsive and consistent with PROSPR’s brand identity.
Template Features:
- Clean layout with PROSPR’s branding
- High-quality images of coaching sessions and software screenshots
- Clear call-to-action buttons
4. A/B Testing
Conducted A/B testing to optimize:
- Subject Lines: “Achieve Your Financial Goals with PROSPR” vs. “Transform Your Finances Today”
- Send Times: Morning vs. Evening
- Content Formats: Image-heavy emails vs. text-based emails
5. Performance Analysis
Monitored key metrics such as open rates, click-through rates (CTR), conversion rates, and unsubscribe rates using Google Analytics and Mailchimp.
Results
Open Rate Comparison:
| Month | Previous Open Rate (%) | New Open Rate (%) |
|---|---|---|
| January | 20.8 | 59.7 |
| February | 23.5 | 48.9 |
| March | 26.9 | 31.78 |
| April | 28 | 39.2 |
| May | 15.0 | 45.0 |
| June | 31 | 41.90 |
| July | 36 | 55.98 |
Click-Through Rate Improvement:
| Month | Previous CTR (%) | New CTR (%) |
|---|---|---|
| January | 4.3 | 15.32 |
| February | 5.6 | 8.44 |
| March | 5.3 | 6.5 |
| April | 4.5 | 12.89 |
| May | 2.5 | 9.99 |
| June | 6.4 | 11.78 |
| July | 4.5 | 13.2 |
Conversion Rate Growth:
| Month | Previous Conversion Rate (%) | New Conversion Rate (%) |
|---|---|---|
| January | 0.2 | 3.9 |
| February | 2.2 | 3.3 |
| March | 0.9 | 4.3 |
| April | 0 | 4.2 |
| May | 0.7 | 5.9 |
| June | 2.2 | 5.20 |
| July | 2.7 | 6.1 |
Unsubscribe Rate Reduction:
| Month | Previous Unsubscribe Rate (%) | New Unsubscribe Rate (%) |
|---|---|---|
| January | 1.5 | 1.1 |
| February | 1.26 | 1.0 |
| March | 1.4 | 0.9 |
| April | 4.0 | 0.8 |
| May | 1.2 | 0.7 |
| June | 1.45 | 0.6 |
| July | 1.08 | 0.5 |
New Leads Growth:
| Month | Previous New Leads | New Leads |
|---|---|---|
| January | 50 | 85 |
| February | 52 | 90 |
| March | 55 | 95 |
| April | 58 | 100 |
| May | 60 | 110 |
| June | 62 | 120 |
| July | 65 | 140 |
Conclusion
By revamping PROSPR Financial Wellness’s email marketing strategy, Enovista Digital significantly improved client engagement and lead generation. The personalized content, optimized designs, and data-driven approach resulted in higher open rates, CTR, and conversion rates, while reducing unsubscribe rates. PROSPR now enjoys a robust email marketing channel that effectively drives business growth.
Client Testimonial:
“Enovista Digital has transformed our email marketing efforts. The personalized approach and engaging content have greatly improved our client interactions and lead conversions. We are thrilled with the results!” – Jane Doe, Marketing Director at PROSPR Financial Wellness