Increasing conversions through relevancy

ReachOut beta customers have had access to our marketing automation platform for a few months now, helping shape a new type of data-driven platform for digital marketers looking to increase their conversions through personalized communication. It became obvious that to grow conversions, messages should be relevant and timely, so they resonate with the recipient more.

The platform has so far personalized the content of web landing page for more than 1.5 million recipients. On average, it sends more than 3 million emails and tracks views of more than 9 million web pages using our Analytics library.

We are particularly fond of some of the use cases that we were engaged with as ReachOut Marketing, an end-to-end marketing production service starting at $1,495 for full email marketing outsourcing.

Increasing in-person events attendance through just in time communication

ReachOut Marketing was challenged with the task of streamlining the process of registering and confirming participation in a series of events for real estate professional in Switzerland and Monaco. The existing invitation and confirmation process included sending out invitation emails with HubSpot along with a few reminders along the line before the event.

With ReachOut Marketing, repeople gained a 40% increase in attendance leveraging a confirmation and reminder flow by sending target personalized emails. It also reached a wider audience by including an automatic referral system that would invite friends with a personalized invitation message, and completed the fifth in-person event with an outstanding 60% feedback completion rate and 75% satisfaction rating.

The ReachOut platform was set up to work with 3 tables: the recipient table, for all the recipient information, the events table, for event signups and confirmations, and the feedback table, for event feedbacks and follow-ups.

The recipient table was set up with one-to-many relations to the events and feedback tables. Each recipients could therefore subscribe and provide feedback to multiple events, with the additional benefit of visualizing the participation trends and feedback ratings.

The web site has been built using NextJS and the ReachOut library for dynamic page personalization and tracking, and hosted on the ReachOut scalable infrastructure.

User journey

The user journey for each event started with an invitation email sent to a list of existing recipients. The personalized landing page was pre-populated with the recipient's information and allowed to update the information and confirm participation. A personalized triggered email was then sent, confirming the event registration and inviting the attendee to refer a friend by landing on another personalized page which would  only require the email address of the friends to refer.

Referred recipients would receive a personalized triggered email which would link to a personalized confirmation page.

On the day of the event, a personalized reminder email was sent linking to a check-in page. Clicking on the check-in button would trigger a personalized email asking to provide feedback at the end of the event.

To further increase feedback conversions and attendance, after 2 days from the end of the event an automated email would remind, to recipients who did not provide any feedback yet, to provide feedback and to save the date for the next scheduled event.

Results and take-aways

During the 5 events held in 2023, repeople could gain valuable insights from user interactions and has seen the event participation and interest grow.

ReachOut noted how recipients showed a higher engagement rate when the email and landing page content was personalized and relevant to them. Referring friends with a personalized email mentioning the referrer's name converted almost 80% of new recipients into new leads for future events.

ReachOut Marketing is continuosly helping repeople with landing page and marketing email implementations as well as ways to optimize the user journey by leveraging the user interactions and turn them into loyal followers.