Demand generation is about attracting attention and driving action. More often than not, audiences know their problems and have their own ideas on how to solve them. Marketing teams have to be incredibly efficient at directing that interest to their solution.
Here are a few ways you can use Offline Marketing Automation to get quick wins on your email marketing, landing page conversion rate, and expand your organic reach on social media.
Boost cold email open rates to 50% and click-through rates to 10% with MagicLink
Traditionally, a strong email open rate would be somewhere between 20 and 30%. A good click-through rate would be around 2.5%. We’ve found that eGifting can dramatically increase these numbers to around 50% open rates and 10% click-through rates. While this may not be surprising, it is worthwhile to note most organizations are still manually gifting and have no insight into the ROI. There’s no way to track if the item was received or attribute it to any deal.
That’s why MagicLink from Postal is a Demand Generation Manager’s new favorite channel. The gifting process is as easy as: Choose Item, Select a Budget, then Copy and Paste. Above all, you can report on the ROI impact each item has, and actually see when a lead converts into a sale.
MagicLink is a game-changer—you only pay for the items that people accept. You can even use our benchmarked 10% acceptance/click-through rate to predict how much budget you will spend on sending a MagicLink to a certain email list. For instance, with a list of 1,000 people, you can expect about 100-150 to accept your gift (this is assuming the value of your gift is in the $20-30 range, if you’re sending something like AirPods, more people will naturally accept).
Improved email metrics sound nice, but we’ve seen qualified pipeline increase 20x when using MagicLink internally here at Postal. We were even able to create over a quarter of a million dollars in pipeline by leveraging MagicLink to generate sign-ups for a virtual event. The first impression it leaves with prospects provides a lower barrier to entry for the sales team.
Effective email marketing is more than clever subject lines, it’s about breaking through a noisy inbox with real value. Offline Marketing Automation allows you to personalize your message, bringing a more targeted, meaningful approach to your outreach. With the Postal Marketplace, you have access to hundreds of specially curated items, allowing you to strengthen your personal connection with a partner, prospect, customer, or employee.
Incentivize downloads with eGifting to achieve 60% on-page conversion rates
We ran an experiment that compared the ROI of small-scale PPC advertising versus eGifting. The main question was this: Will paying people $10 to download our eBook have a better ROI than using PPC advertising to download the same eBook?
The results are in: eGifting via organic social media and email marketing yielded a 60% on-page conversion rate to download the eBook as opposed to PPC advertising’s 0.24% conversion rate. Furthermore, the pipeline created from the eGifting 3X’d that of PPC advertising. Like your email marketing metrics, your landing page conversion rates can be dramatically lifted by integrating offline components.
Extend your organic reach on social media
Many B2B marketers know that LinkedIn’s algorithm has become more and more difficult when it comes to increasing organic impressions. Incentivize the sharing of your post with Postal MagicLink to reach the masses.
First, create your post and publish it to LinkedIn. Let it be for a day or so and encourage your employees to share it with their networks.
Then, send an email blast to your corporate marketing list offering an item from the Postal Marketplace in exchange for sharing the post on LinkedIn. Link directly to your post in the email and have a clear call to action. Lastly, reward those who shared by DMing them a MagicLink with their item.
Read our B2B Gifting Guide to get some more ideas of how demand generation teams can use Offline Marketing Automation to supercharge their top-of-funnel strategy.