Strategy

HearingPlanet is a very successful marketer of hearing aid products with an aggressive lead gen strategy and strong tactics to contact them. So we coyly asked, “Those leads that don’t convert? Whatcha doin’ with those?“ (We had a plan.)

It turns out, they were just piling up in a little lead gen mortuary. We asked if we could take a peek down there and see what we could do with them. Our idea: put together a recontact email strategy for the leads that didn’t pan out on first go-around.

A series of automated and triggered emails to those “dead” leads brought many back to life for a minimal investment. Multiple follow-up emails based on prospects’ behavior brought music to HearingPlanet’s ears: conversions just waiting to happen! Take a look and check out the results below.

Results

Listen to this: the first go-around, HP spent $38,600 over six months for a three-email recontact strategy. That’s not $38, 600 a month; that was the whole dang she-bang. This returned over a million dollars in sales. Further testing and refinement, along with the addition of a fourth triggered email in the program, is still knocking down an average of well over $200,000 a month. They also snagged a coveted MarketingSherpa email award for this campaign, coveted because they’re awards based solely on results.