Cincom – 256% Increased E-Mail Open Rate

Cincom Systems is a privately owned enterprise software solutions company that was having trouble identifying its enewsletter subscribers in its sale process, or tie those prospects to a sale.

Using Eloqua, Cincom launched a behaviour-based content campaign that was made up of the following five phases:

The 1st phase was simple: When a newsletter subscriber clicked through to an article, Eloqua would grab their information and begin to track them.

The 2nd phase was to tag each article with by subject matter, and to use those tags as signals that subscribers may – or may not be – interested in Cincom. For example, content that was tagged ‘sales enablement’ and ‘performance’ was considered relevant to Cincom’s sales and product-configuration solution software. Therefore, when a subscriber interacted with content that contained these tags, they were filtered into that relevant lead generation campaign.

The 3rd stage was to conduct content audits that analyzed Cincom’s newsletters, website, blogs, ebooks and podcasts to look at what content worked best for their readers.

The 4th phase of the marketing automation campaign was to gain a clearer picture of their readers, which they did through progressive profiling. The more a person engaged with Cincom’s offers, the more information Cincom would ask them for.

For example, on subsequent visits, Cincom might ask for their company name or size. Once they have that information, more specific information might be requested. The end result is a much more complete picture of the contact.

The final phase was to pursue those leads based on the information that had been gathered.

Did it work?

  • 256% improvement in the campaign open rate.
  • 1941% increase in the click-to-open rate.
  • 1513 potential opportunities identified.
  • An average of 18 new sales leads every week.