15 positive replies in the first two weeks

The situation

On paper the target group was one market, but in practice it consisted of three groups that buy for very different reasons. An email that had to work for all three inevitably went vague. Exactly the kind of email that gets clicked away, because there is nothing in it about the recipient.

What we did

1. Split the list. Three separate lists instead of one, each with its own selection on company type and job role.
2. A separate angle per segment. A different reason, a different first line, a different result named. The service stayed the same, the reason to reply did not.
3. Sent from personal sender addresses. A human name and a human mailbox rather than info@ or a newsletter address.
4. Measured per segment. Reply rate tracked separately per campaign, so volume can go to the segment that runs best.

The result

Within fourteen days 15 positive replies came in. The gap between the three segments was big enough to act on right away: more volume to the list that ran best, a different angle on the middle one, and the weakest pulled.

Lead time

14 days from going live

Positive replies

15

Campaigns

3, each with its own list and its own message

Package

Growth

We keep the definition of a positive reply narrow: someone asking for more information, for a call or for a proposal. Every reply is read by hand and only passed on if there is a conversation in it, with name and contact details included. How big the gap between segments can be is covered in the knowledge base →

“Set up quickly, they think along well and understand exactly our USPs and ideal audience. After 15 days the positive replies were already coming in.”

Micah, MIJU-marketing