As part of an integrated campaign the objective was to create and implement a series of email communications before, during, and after the event to create awareness around Pressure Ulcer prevention and promote the annual Mölnlycke Health Care SPUD webinar. Mölnlycke Health Care tasked us to design and build mobile optimised email campaigns and look to improve on last year’s results.
Working closely with the Mölnlycke Health Care marketing team we developed a clear communication strategy to define and set out the desired objectives and goals. We created compiling content to increase interaction and developed a suite of email templates optimised for mobile to accommodate the Mölnlycke Health Care's growing mobile audience. Following the initial email each individual recipient was split into different communication tracks based on their behaviour and sent a series of emails. This allowed us to attract more attendees with targeted personalised invites and timely reminders leading up to the webinar and afterwards.
Over the course of the campaign we continuously analyzed the performance of each email communication which provided valuable insights into how we could make any effective changes to maximize conversations.
The campaign was a huge success receiving a total of 2,143 registrations with a registration conversion rate of 50.07% and an attendance conversion rate of 27.11% which were an improvement on the 2014 results.
We are very much look forward to improving on these impressive results in the Mölnlycke Health Care's 2016 webinar!