CoreNet Global Remarketing

BrightWave Marketing worked with CoreNet Global to increase online registrations for the Annual Summit through a cost effective and highly targeted email campaign that segmented both the company’s member and prospect audiences. The strategy was to “remarket” to those individuals who showed interest, demonstrated by clicking on a link in the body of the emails, in the event but had not yet registered. In other words, the strategy of the campaign was to focus on those that were more likely to convert, while placing less attention on those that had not responded to the email efforts.

Implementation
BrightWave Marketing began the project by redesigning the email template CoreNet Global was using to promote the event. This alone increased the response rate over the previous design by 100 percent and even up to 350 percent in one audience segment. With 118 registrations after this initial email, CoreNet Global was off to a good start, but an untapped audience segment remained.
From there, BrightWave Marketing worked with the company’s communication agency of record, Imre Communication, to execute the email campaign strategy that would “remarket” to the recipients that clicked somewhere within the initial email but had not signed up. The goal here was to move those individuals down the path to registration. The recipients enlisted in this campaign were automatically suppressed from all other CoreNet Global email communications before being placed into the cycle of remarketing emails. Each recipient was classified as either a current CoreNet Global member or prospect and subsequently offered an additional savings on event registration.
In addition to the remarketing campaigns, BrightWave Marketing also implemented a follow-up email for registrants. This email included additional information to help attendees navigate the event and connect with other professionals that were attending. They were also offered the option to register additional colleagues at a discount.

Results
The combination of emails mentioned above, generated 133 event registrations and, as a result, $119,567 in revenue (based upon the average registration cost of $899).
BrightWave Marketing’s recommended remarketing strategy was a more focused effort to maximize CoreNet Global’s conversions and communicate with the more interested recipients. By segmenting out those that “responded” to the initial emails but did not register, BrightWave Marketing’s strategy resulted in registrations that were 11 percent higher than the summit goals CoreNet Global hoped to achieve.
This remarketing campaign is a perfect example of how to use email metrics, previously used solely for benchmarking goals and analysis, to optimize the ROI of an email marketing program.