The challenge
Mölnlycke Health Care are one of the largest global brands in the wound care field and part of the Stop Pressure Ulcer Day alliance. Hospital acquired injuries such as pressure ulcers can be life threatening, but are preventable, so raising awareness is key and Mölnlycke's annual webinar is an important industry event. Our brief was to create and implement an email campaign to increase attendance, and deepen engagement during and after the event. Ultimately, drive better results.
The solution
We created an email communication plan. Over the course of the campaign we continuously analyzed the performance of each email communication to learn and adapt, maximizing conversations. Following initial emails, recipients were 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.
Results
As a result of our event invite campaign, Mölnlycke had more than a 50% increase on their conversion rate and a 27% increase in webinar attendees. Overall the emails in this campaign had a spectacular set of results when compared to industry averages.
Open rate
46.05%
Industry average - 26.4%
Click through rate
25.00%
Industry average - 3%
Over 800% better than the benchmark
Click to open rate
52.29%
Industry average - 10.7%
