Groome Transportation – Q1 2024
Campaign Follow-Up
STEP 1
Your Campaign Results
The Groome Transportation campaign targeted students and parents from the University of Georgia in Athens. The first launch on 2/24 achieved a higher open rate of 20.37% and a slightly higher click-through rate of 2.58%, indicating strong initial engagement. The second launch on 2/29, while experiencing a lower open rate of 14.34% and click-through rate of 1.54%, still contributed significantly to the overall success of the campaign. The overall Clicks To Opens ratio of 11.89% demonstrates effective content and messaging, leading to meaningful interactions with the campaign. These results showcase the campaign’s ability to engage the target audience effectively and lay a solid foundation for future email marketing efforts.
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SEND 2
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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 purchase). 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 Groome Transportation 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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