Case: Welcome chain for the B2B segment
Client: A company that produces packaging for food products.
Cold database, no mailings were conducted.
Model ACCA: Attention - Comprehension - Conviction - Action
Main elements of the chain strategy:
1. Strict segmentation and narrowing of the funnel at each stage: each subsequent email was sent only to those who opened the previous one. All who did not open at least one email were moved to the Lead Nurturing warm-up chain database (a separate case). This way, it was technically possible to achieve a high OR at narrow stages of the funnel.
2. Each email contained a CTA linking not to an order or page views on the website, but to receiving useful content. This way, users were trained to actively interact with the CTA (High CTR).
3. Use of tests, calculations, dynamic content.
Chain scheme:
1st Email. Subject: Choosing a supplier: who is the real expert?
Preheader: Check yourself in 5 minutes!
Block: For this email, we chose as the main value that part of the film for food packaging is produced by the Client in-house and all products are certified.
CTA - Learn more. Link to the services page.
Block with a test on types of materials and prohibited films. The test was created by me together with the Client's technologist using the Online Test Pad service.
CTA - Check yourself!
Info block: responsibility for using unmarked, uncertified packaging, or packaging made from prohibited materials.
Lead magnet. Offer in the next email to receive a Checklist for choosing quality and safe packaging.
Delivery Rate - 96% (4% - addresses do not exist, inbox full, etc.)
Open Rate - 24%
CTR - 2.7% (high rate for a cold database was achieved mainly due to the test).
After 3 days, a RESEND was made.
Subject: How to avoid huge fines?
Preheader: The pitfalls of the film market.
Removed the block with the test.
Logic: those who did not open the first email are not interested in tests, or they are very busy, serious people.
RESEND gave another 18% OR.
2nd Email. Subject: You can see everything!
Preheader: Transparent production cycle.
Info block dedicated to the production cycle.
CTA - See everything! Link to the relevant page.
Block about the checklist.
CTA: Get the checklist. Link to download.
Delivery Rate - 100%
Open Rate - 38%
CTR - 6%.
3rd Email. Subject: It won't stick! (here there is a double meaning: that quality film packaging never sticks together and a well-known joke about those who consume a lot of sweets).
Preheader: Witty solutions for treats.
Information block about types of packaging designed for different products (sweets, ice cream, coffee, snacks, etc.).
Offer to make a preliminary calculation of the order.
CTA: Find out the cost of the order.
Link to the order calculator (Google Forms).
Delivery Rate - 100%
Open Rate - 75%
CTR - 8%.
4th Email. Social proof.
Subject: Does the product have charisma?
Preheader: News from our clients.
Info blocks with case descriptions and client testimonials.
The emphasis was placed on the fact that the development of original design at the Client's company is free of charge. A case was presented for the production of new ice cream packaging, which increased sales of this product line by 24%.
Block with an offer to send an application to the manager.
Dynamic content was used here. Each sales department manager worked in their own region. I segmented the database by regions.
By substitutions in the email (Unisender service), for each region under the CTA "Send an order," the email address of the corresponding manager was substituted.
Delivery Rate - 100%
Open Rate - 75%
CTR - 5% (orders sent).
At this stage, managers were provided with hot leads, and everything depended on their professionalism.
Final result:
1. It was possible to convert 1.03% of the total number of sent emails into real orders.
A lead database for the Nurturing chain was created.
Cold database, no mailings were conducted.
Model ACCA: Attention - Comprehension - Conviction - Action
Main elements of the chain strategy:
1. Strict segmentation and narrowing of the funnel at each stage: each subsequent email was sent only to those who opened the previous one. All who did not open at least one email were moved to the Lead Nurturing warm-up chain database (a separate case). This way, it was technically possible to achieve a high OR at narrow stages of the funnel.
2. Each email contained a CTA linking not to an order or page views on the website, but to receiving useful content. This way, users were trained to actively interact with the CTA (High CTR).
3. Use of tests, calculations, dynamic content.
Chain scheme:
1st Email. Subject: Choosing a supplier: who is the real expert?
Preheader: Check yourself in 5 minutes!
Block: For this email, we chose as the main value that part of the film for food packaging is produced by the Client in-house and all products are certified.
CTA - Learn more. Link to the services page.
Block with a test on types of materials and prohibited films. The test was created by me together with the Client's technologist using the Online Test Pad service.
CTA - Check yourself!
Info block: responsibility for using unmarked, uncertified packaging, or packaging made from prohibited materials.
Lead magnet. Offer in the next email to receive a Checklist for choosing quality and safe packaging.
Delivery Rate - 96% (4% - addresses do not exist, inbox full, etc.)
Open Rate - 24%
CTR - 2.7% (high rate for a cold database was achieved mainly due to the test).
After 3 days, a RESEND was made.
Subject: How to avoid huge fines?
Preheader: The pitfalls of the film market.
Removed the block with the test.
Logic: those who did not open the first email are not interested in tests, or they are very busy, serious people.
RESEND gave another 18% OR.
2nd Email. Subject: You can see everything!
Preheader: Transparent production cycle.
Info block dedicated to the production cycle.
CTA - See everything! Link to the relevant page.
Block about the checklist.
CTA: Get the checklist. Link to download.
Delivery Rate - 100%
Open Rate - 38%
CTR - 6%.
3rd Email. Subject: It won't stick! (here there is a double meaning: that quality film packaging never sticks together and a well-known joke about those who consume a lot of sweets).
Preheader: Witty solutions for treats.
Information block about types of packaging designed for different products (sweets, ice cream, coffee, snacks, etc.).
Offer to make a preliminary calculation of the order.
CTA: Find out the cost of the order.
Link to the order calculator (Google Forms).
Delivery Rate - 100%
Open Rate - 75%
CTR - 8%.
4th Email. Social proof.
Subject: Does the product have charisma?
Preheader: News from our clients.
Info blocks with case descriptions and client testimonials.
The emphasis was placed on the fact that the development of original design at the Client's company is free of charge. A case was presented for the production of new ice cream packaging, which increased sales of this product line by 24%.
Block with an offer to send an application to the manager.
Dynamic content was used here. Each sales department manager worked in their own region. I segmented the database by regions.
By substitutions in the email (Unisender service), for each region under the CTA "Send an order," the email address of the corresponding manager was substituted.
Delivery Rate - 100%
Open Rate - 75%
CTR - 5% (orders sent).
At this stage, managers were provided with hot leads, and everything depended on their professionalism.
Final result:
1. It was possible to convert 1.03% of the total number of sent emails into real orders.
A lead database for the Nurturing chain was created.
Szczecin 
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