Liongard's email marketing was suffering from an engagement problem - while open rates were slightly above industry standards, the click rates weren't where they needed to be, and more importantly, unengaged contacts grew month over month.
After auditing the program, a pain point that was discovered was a lack of recurring content; most of the communications contacts received were webinar or event-related. In the middle of a pandemic with every event moving to a virtual platform, it was inevitable that message fatigue for this type of content set in.
Paving the way to a content-driven marketing strategy, a monthly newsletter was created with the intent of providing thought leadership and informational content to subsribers on a regular basis. The newsletter saw similar open rates as other communcications, though the CTR rate saw a boost.