Rehegoo are a music record label, number 1 in the world for Relaxation/New Age music, who found an opportunity in the market to create a music platform on which businesses could access royalty-free background music from the Rehegoo label, with a subscription fee covering their license to play the music in their business venues. They were looking to increase their customer base and required a lead generation campaign to gain new customers in 3 key industries: Hairdressers, Health and Beauty/Spas and Restaurants.
Air Marketing Group, sister sales company to Roots to Market, were selected to conduct the lead generation campaign. During the sales discovery process it was identified that Rehegoo could benefit from testing an email send prior to calling, as this was likely to increase engagement rates.
Sending an introduction email before the dialling begins provides a softer opening for the first conversation with prospects over the phone – previous experience had shown that this leads to a higher contact rate across many industries. It was agreed that half of the data would be tested to provide clear evidence on how this worked for Rehegoo. The Roots to Market team then set about sorting the data purchased for the campaign into the 3 segmented industries. To provide as much test data for Rehegoo as possible the team split and further tested plain text and HTML designed emails to each industry. The copy for these emails were edited and agreed between the client and the team and were built, set-up and sent by Roots to Market.
The emails sent out by the Roots to Market team were highly effective in boosting the contact rate for the lead generation team within Air. The data shows that those in the half who received an email before calling began engaged more with the diallers in the Air team, in fact, those that received an email prior to calling had a 20% higher contact rate than those who did not. This is a significant figure to contribute towards success for a lead generation sales campaign.
A breakdown of each segment was as follows:
Cold call only: 8.84%
With email: 10.37%
Health and Beauty –
Cold call only: 12.85%
With email: 15.7%
Cold call only: 9%
With email: 10.54%
From the A/B testing of HTML and plain text emails, Roots to Market also gathered greater data for Rehegoo by optimising the results based on the industry preference. The results saw open rates which exceeded the industry average across all campaigns:
- Hairdressers: 26.2% (industry average 20%)
- Health and Beauty: 36.4% (industry average 20%)
- Restaurant: 32.3% (industry average 20%)
This email campaign tested the concept of pre-call emails for Rehegoo and demonstrated the power of sending an introduction email prior to calling. With prospects already in the awareness stage of the pipeline, Roots to Market were able to provide the Air lead generation sales team with aware leads to contact with the aim to convert into sales opportunities for Rehegoo.
“The team at Roots really had a good idea of what we needed as a brand, and how to develop our sales strategy. Great experience working with them!”
Mattia Esposito, COO Rehegoo Music Group