Connected are running a fab little email offer (free marketing review). It’s targeted at a segment of our qualified database (around 3,000 companies) and to support the campaign we’ve tested two side-campaigns to support it’s reach and engagement. One with Twitter and one with Facebook, both designed to both increase the natural reach and also to provide a multi-channel attack angle.
This is not a Direct Response campaign yet, it’s designed to warm-up the segment and generate curiosity, it’s one week in and the big calls-to-action aren’t due to go out for another 3 weeks. As a result, we’re targeting engagement and not leads and sales.
Segment: Companies in the UK that turnover more than £5m, rely on digital marketing and are not mobile-responsive and would be interested in moving to WordPress or updating to the latest version.
After one week. All figures are approximate.
- 3,000 emails sent, as the first part of a weekly cycle running during March
- 47,000 reach on Facebook
- 12,000 reach on Twitter
- Estimated total reach of 60,000 individuals in target companies in the UK
- 400 email opens and 15 clickthroughs
- 50 engagements on Facebook
- 150 engagements on Twitter
- 5 new enquiries
- …and one phone call!
£3.50 per engagement
Costs for the first week was £700 (£100 each on Twitter and Facebook, £25 to send the email and £450 internal costs of production). Measured as a function of engagement that equals less than four quid for every engagement and a cost per lead of around £125. Comfortably inside our target.
Extrapolated as an ongoing marketing campaign it should yield 20 qualified enquiries per month giving a return of £300k on a spend of approximately £40k per annum – or 13% marketing cost.
Batteries not included
The enquiries themselves cost time (hence money) to process as a cost-of-sale item. Also excluded is the cost to build and manage the database (estimated at £5 per record). Design and content was all sourced internally, using an external agency would typically see the production cost double to £1,000 per week.
Want to know more?
Contact us and we’ll happily step you through the campaign and our thinking. If you want to run a similar test yourself then we’d happily oblige.