Email Marketing for Business Platforms

Date

December - 2023

Client

T4Business, Pune

Client Profile

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Industry

Networking-based Business Platforms

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Company Size

2–5 employees

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Target Audience

Entrepreneurs, business owners, and professionals looking for networking opportunities to grow their business

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Geographic Target

India, focusing on business hubs such as Pune, Bengaluru, Mumbai, and Hyderabad

Problem Statement

T4Business, a growing networking-based business platform, faced challenges in effectively engaging its audience through email marketing. Existing email campaigns lacked personalization and failed to convey the value of their business platform and events. As a result, they struggled to increase registrations and onboard new members. T4Business needed a targeted email marketing strategy to boost engagement, drive event registrations, and convert leads into platform users.

Business Goals

Driving registrations for networking events and webinars, increasing sign-ups for the T4Business platform one of the top business platforms, and nurturing leads to convert them into active platform users and event attendees will boost engagement and drive growth.

Challenges

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Low Email Engagement

Existing campaigns saw below-average open and click-through rates, limiting reach and effectiveness.

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Limited Registrations

Networking event registrations were inconsistent, affecting participation rates.

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Lead Nurturing Gap

A lack of follow-up emails led to missed opportunities for converting interested prospects.

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Complex Messaging

The platform’s value proposition and event benefits were not effectively communicated in emails for business platforms.

Strategy and Tactics

A multi-layered email marketing strategy was developed to improve engagement, communicate the business platform’s benefits, and drive registrations for events.

Services Provided

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Audience Segmentation

The email list was segmented into groups such as new leads, existing members, and past event attendees. Personalization was based on user behavior, such as webinar interests, registration history, and geographic location.

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Event Promotion Campaigns

Visually appealing emails were designed to highlight upcoming networking events, including guest speakers, agenda details, and key benefits of participation. Follow-up emails with reminders and links to join the events were sent to promote the business platform.

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Lead Nurturing Email Series

A series of emails was created to introduce the platform, its features, and success stories from existing members. Case studies showcasing how business platforms like T4Business facilitated valuable connections and partnerships were included.

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Re-Engagement Campaigns

Targeted emails were sent to inactive users offering free trials, exclusive content, or incentives to rejoin the platform. The benefits of being an active member of the business platform T4Business network were highlighted.

Tools and Technologies

HubSpot CRM

To segment audiences, automate workflows, and track engagement metrics.

Canva

To design engaging and branded email templates.

Google Analytics

For monitoring traffic and conversions driven by email campaigns.

Mailchimp

For email campaign design and management.

Results & Metrics

Increased Event Registrations

Email campaigns drove a 45% increase in registrations for networking events over three months.

Higher Platform Sign-Ups

Sign-ups for the Tays4Business platform grew by 30%, with significant conversions from email leads.

Improved Engagement Rates

Email open rates increased from 14% to 26%, and click-through rates improved by 40%.

Re-Engagement Success

20% of inactive members returned to the platform after targeted email campaigns.

Before & After Comparisons

Metric

Before

After

Event Registrations

100/month

145/month

Platform Sign-Ups

300/month

390/month

Email Open Rate

14%

26%

Click-Through Rate

10%

14%

Quote
Director,
T4Business

Conclusion

Business platforms like T4Business successfully leveraged email marketing to drive event registrations, grow platform sign-ups, and re-engage inactive members. The personalized approach, coupled with visually appealing emails and strategic follow-ups, significantly improved engagement and conversions.

Want to boost platform engagement and conversions?

Let’s create a strategy for your business. Contact us today!