maximizing response rates
TRANSCRIPT
Big
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In the Urban JungleYou Can Win Big
Maximizing Engagement:
Dual Channel Contact
Big
Gam
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In the Urban JungleYou Can Win Big
Discretionary service offering: Approach and learnings
• Membership development, private clubTarget audience:
• Executive businesswomen • ($10,000 initiation fee)• Walking distance from financial district • Business + personal membership benefits
Big
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In the Urban JungleYou Can Win Big
"Warming up" High-probability Prospects
• Economic capability: board member, business owner; permission-based email access impacts response rate
• "Ice-breaker" rationale for reaching out (award, recent promotion, conference speaker, quoted in press)
• Indirect approach: assistant provided permission to email information package
Big
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In the Urban JungleYou Can Win Big
Response Rate Impact
• Embedded links in email arrives from trusted source
• Email open rate: 56 % ( benchmark* 19%)
• Link open rate: 18 % ( benchmark* 2.11%)
* chart follows
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Key Performance Indicators
650 prospects contacted
364 emails opened93 embedded links opened33 meetings booked
Big
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unti
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In the Urban JungleYou Can Win Big
Value Proposition: Links opened
97: Member-supported social change initiative83: Time off (Sagmeister TED Talk)67: Women & career (Sandberg interview)57: Best women-only clubs ranking37: Membership details
1:2 readers opened a link
Big
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In the Urban JungleYou Can Win Big
Big Game Hunting You Can Win Big
Catherine McQuaid
Big Game Hunter
647 213 1217
www.HuntNewBiz.com
Big game hunting...in the urban jungleBig