The email campaigns I crafted for Russell Reynolds Associates more than doubled industry benchmarks for nurturing business leaders.
Email nurture programmes are a cornerstone of any content marketing plan. They ensure you stay in customers’ minds between transactions and let you share messages according to your priorities.
Yet, despite years of trying to set one up, RRA’s marketing team had none when I joined them. The complexities of the company’s internal stakeholder landscape made proactive communication with clients and prospects a challenge.
Within three months, I had analysed their customers’ wants and needs and content, planned a strategic approach to target four distinct user segments, and launched the first email.
The analysis of customers, which included delving into Google Analytics and social media data to understand how they were engaging with RRA content, highlighted four distinct audience segments: board members, CEOs, C-suite executives, and other leaders.
Working with senior stakeholders in the business, I was able to prioritise these segments and understand how the business would like to interact with each.
The first email, targeting CEOs across industries, saw great success. Open rates were well above 50% and click-through was above 10%.
As I launched the monthly emails for the other audience segments – a total of 600,000 contacts – performance held up. Addressing the specific needs of these roles ensured a relevance that nurtured a strong relationship.
As LinkedIn launched the ability to share newsletters through its platform, we began publishing the broadest edition – the one for leaders who didn’t fit into the other categories – there. Click the images below to read two of the newsletters I created on LinkedIn.
Gary Neale 