Ear-resistible Results: How Watkins Agency Transformed Sycle's Email Campaigns
"Ben has changed the game for our demand gen emails. He quickly learned our industry, our customers/prospects, and our needs."
- Valerie Ray, Marketing Manager
Introduction: Overview of Sycle's Email Challenges
Lack of Segmented Email Campaigns
Sycle wasn't sure how many emails to send and knew their emails needed an upgrade as their audience had evolved over the years, specifically around audiology and hearing clinics.
Personas Weren't Fully Developed
Sycle was looking to more fully unravel their audience with different personas, which required talking to their sales team and looking at the history of their content.
A Need to Make Emails Relevant
One of the biggest gaps in Sycle's email was telling a story that would capture their audience's attention while still feeling compliant.
Audit Phase: Analyzing Root Causes
1
Comprehensive Assessment
I went through past email content, analyzed website features, interviewed sales team, and fully grasped what they were doing through each stage of the funnel.
2
Data-Driven Insights
I extrapolated data from email, website traffic, and social ads to determine what content was performing the best and why.
3
Root Cause Analysis
By digging deeper into the data, I was was able to pinpoint the fundamental reasons behind Sycle's email performance, helping me establish a targeted turnaround strategy.
Turnaround Strategy: Key Initiatives and Action Plan
Research Mapping
The research process involved dive deep into the personas, looking at various content, and interviewing sales team to understand different customers from different products.
Message Architecture
I worked with the marketing manager to find the market awareness , understand the one goal of audiology clinics and what these emails needed to communciate.
Customer Journey Touchpoints
As I looked across all content, it was evident that Sycle had built years of trust but needed emotional stories to get prospects to take action.
Constant Testing
After the emails were approved, we tested them to great success across opens, clicks, and shortening the sales cycle.
Results: Improved Financial Performance and Market Position
"Ben delivers emails with a strong CTA which has led to higher clicks, opens, deals, etc. I highly recommend Ben if you're looking for a copywriter."
- Valerie Ray, Marketing Manager of Sycle
These results demonstrate the success of Sycle' strategic initiatives and their ability to execute effectively.
Lessons Learned: Successful Strategies for Sycle
Understand Your Audience
You can't write emails or any kind of messaging if you don't understand the audience. Recognizing Sycle's audience was of foremost importance, especially different segments.
Every Email Drives Awareness
While every email was treated like a sales email, they each had a unique purpose to drive awareness, bringing awareness to every segment, and building trust.
Recognize the Different Target Segments
Sycle's audience was more than audiology clinics. They served different audiences who were on different pricing tiers, which required a deeper understanding of that customer pain and outcomes.
Test and Optimize Around Learnings
Strong, visionary leadership is essential to guide the organization through a complex and challenging turnaround process.