The Situation:
At BobCAD-CAM, the number of trial software downloads began dropping despite increasing PPC spend. The Director of Marketing asked the marketing team for their opinion on ways to increase downloads.
The Task:
I suggested we launch an email campaign to provide free DXF files to our prospects but they must first download the BobCAD-CAM software. He agreed with the concept and we began the campaign.
Actions Taken:
- I designed 18 different files to provide to the prospects. With that number of DXF files, we could call the giveaway a “library”.
- We also included a PDF flyer of the design software, BobART, with the DXF library.
- The web developer created a gated landing page so prospects can download both the trial software and the DXF library.
- I created a social media video to encourage visits to the landing page.
- I then converted the video into an animated gif to use as the header image for the email campaign.
- Afterward, I created 2 email campaigns:
- Campaign #1 encouraged prospects to download the trial software
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- Campaign #2 provided goodwill with the customers by providing the DXF library for free without having to download the software.
The Result:
- A 340% increase in software downloads from the emails
- A 300% increase in software downloads from social media
- An average of 42% open rate from the email campaign.
- An average click-through rate of 20.3% from the emails sent.
- Although the email was sent on May 4th, 2019, the email was still being opened and clicked as recently as October 2019.
- The concept has become a fixture in email campaigns ever since.
