We are running an email marketing campaign for a dental practice in North Carolina to attract clients for their specialty dental services.
Here is an overview of how the campaign works:
- Conversion Alchemy actively collects leads for people in the area who are searching for the kinds of dental service the client provides.
- The leads are added to a Kartra account through an integration.
- An automation subscribes the lead to a list and email sequence.
- The lead receives an email every three days about the services offered.
- Each email has a link to a page with more information and appointment booking links.
Here are the components in more detail.
Conversion Alchemy
Conversion Alchemy is an AI tool that looks for people searching for specific keywords in an area.
The tool adds contact information into a Google Sheet that can be exported or connected to a contact management system.
In our example, we are using the Kartra all-in-one business platform.
Integration With Kartra
Conversion Alchemy provides integrations with various platforms and Zapier can integrate Conversion Alchemy with most platforms.
The free version of Zapier can connect the Google Sheet to create a lead in Kartra.
The paid version can also add a tag that will trigger an automated email campaign.
A tag is a label that can be added to a lead for tracking and triggering certain actions.
Email Automation
Betty Withrow and Roy Dickan created a series of emails design to attract people to book an appointment with the dental office to learn more.
The email sequence is started by adding a tag like Start Service Email Sequence to each lead.
The emails are scheduled to go out every three days. We can adjust the frequency.
Each email has two subject lines so we do A/B testing on the subject lines to see which is more effective.
At some point, we may edit the least effective email to see if we can beat the first one.
Adding the tag to start the automation also subscribes the lead to a dedicated mailing list.
If the integration does not automatically add the tag that triggers the sequence, we can select the new leads and use an Action to assign the tag that triggers the email campaign.
Tracking Automation
We added an automation for each email to add a tag if the lead opens the email and if the lead clicks on a link in the email.
That way any lead who opens an email or clicks a link will show more than one tag when listing the members of the dedicated list.
Results So Far
One of the challenges of any email campaign is 1) getting the emails delivered without being marked as Junk Mail or Spam, 2) getting the emails opened, and 3) having the reader do something.
So far we are getting much better than industry average results.
The first email had 57.7% open rate and an 11.5% click rate.
The second email got a 37.5% open rate, 8.5% click rate, and one unsubscribe,
Not too shabby!
The ultimate goal is to have some of these leads become clients. We will follow up with the client to see of some of their new clients came from the Conversion Alchemy list.
How About Your Business?
Our Total Traffic and Conversion team offer a comprehensive marketing package that includes Conversion Alchemy, email marketing, content marketing, OnHold phone message marketing and more.
