DTN Management Email
Campaign Follow-Up
STEP 1
Your Campaign Results
DTN Management’s email campaign targeted 100,000 students and parents of Michigan Statue University in East Lansing, MI. We were very encouraged with the results we saw!
The initial launch, resonated with it’s audience as we saw a click-to-open ratio (CTOR) of 10.73% (10% is the benchmark we set).
Notably, the second launch achieved remarkable success, and we credit its improved performance to the subject line “All floor plans available for Fall 2024 starting 11.2.23 (Don’t miss out)” in comparison to the initial one, “Are you ready for it? Our most popular floor plans available Oct. 5.” This success can be attributed to the application of the behavioral economic theory of loss aversion, which asserts that the psychological impact of losing is twice as powerful as the pleasure derived from gaining.
In total, 17,850 individuals from DTN Management’s targeted audience interacted with the emails, marking a success from a pure branding and awareness perspective. This demonstrates that these campaigns effectively captured the attention and engagement of the intended audience, solidifying their status as highly successful.
SEND 1 – 10/2/23
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Open Rate
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Click Rate
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Click-to-Open Ratio
SEND 2 – 11/1/23
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Open Rate
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Click Rate
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Click-to-Open Ratio
STEP 2
Compliment and Enhance Your Results
Geofence Impression Based Tactic
This impression-based targeting tactic works by setting up a geofence around a specific location, along with a carefully selected target audience. We typically advise a duration of 30-60 days to complement an existing campaign (some partners prefer a hands-off approach, allowing us to optimize their monthly impression-based branding!) This tactic delivers ads through mobile applications and desktop banner displays. Its primary goal is to elevate brand visibility and campaign awareness, often leading to enhanced overall performance as the demographic becomes more familiar with your brand.
We’ve witnessed impressive outcomes using this approach and would be delighted to share them with you upon request!
Email Retargeting Tactic
Re-Targeting
We can implement a retargeting pixel in your HTML creative, allowing us to send targeted impressions to users who previously visited a website but didn’t complete an action (like a rental application / tour). This strategy leverages their past site behavior to send personalized messages through ads (both Video and Banner), aiming to re-engage and convert them. This is an efficient method to capitalize on any interest shown by students, providing an additional opportunity to reinforce your message.
Over the course of a month, one of our most recent re-targeting campaigns saw 50,000 impressions delivered with 755 clicks!
CONCLUSION
Incorporating these two strategies into a future campaign will not only enhance brand awareness but also empower DTN Management to engage with those who have interacted with the brand, thus yielding stronger synergy and results throughout each tactic.
STEP 3
Your Feedback Matters!
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