To inspire greatness in business leaders and “change the world one connection at a time”, you need more than static email signatures. Here’s how Platform for Connected Leadership (PCL) used the creative marketing power of clickable interactive email signature banner campaigns to successfully secure student sign-ups for their range of courses.
The Client: Platform for Connected Leadership
Based in Dubai, Platform for Connected Leadership (PCL) believes that everyone has greatness in them and – through inspiration, motivation and creating a culture of connectedness – enables leaders to supersede performance and achieve greatness within.
PCL’s courses are best known for developing individual greatness, leading people to exceed as team players and become organisational disruptors. The company’s passion is to inspire leaders to think differently about the challenges of the 21st Century digital age and learn through self-reflection and engagement with others.
The Challenge
Up until approaching Rocketseed, PCL’s email signatures had been static and served no other purpose than simply providing contact information. Their new main aim was to increase the marketing power of all their business emails to drive course awareness and enrolment.
With a suite of different leadership courses on offer – including ‘Connected Leadership for Women’, ‘Smart Team Management’ and ‘Leadership & Sustainability’ – it was important for them to be able to reach the right target recipients with the most relevant course marketing message at the right time and make it easy for them to engage. It was also vital to track every recipient click engagement, effectively, making every email a cost-effective marketing channel and retargeting tool.
The Solution
It was clear from PCL’s ambitions that Rocketseed ‘Campaign’ – with its advanced marketing, analytics and reporting capabilities – was the perfect fit. To make life even easier, PCL chose ‘Campaign Enterprise’ so that all signature updates and assignments were managed for them by Rocketseed.
With Rocketseed Campaign Enterprise, PCL were able to create interactive signatures, custom-designed for specific individuals or departments and run multiple email banner campaigns on rotation. By segmenting their business leader audience, PCL were able to run a suite of customised banners targeted to different recipient profiles, enabling recipients to click through to the most relevant course content and sign-up.
The advanced analytics and reporting functionality enabled PCL to track every recipient interaction with their email signatures and banners and see which banner campaigns achieved the best response.
The Results
With the monthly performance reports that Rocketseed creates, PCL now has all the information and insights necessary to come up with new and creative ways to reach their clients. They have seen a great uptake in interaction with their products and, with the lead tracking, have been able to optimise their retargeting campaigns, giving them even more interaction with prospective clients.
PCL created a suite of creative, consistently-branded email signature banners aimed at specific targeted audiences, with clear, clickable calls to action linked directly to the most relevant course content and sign-up information.
Key banner campaigns included the following:
Banner Performance Example
PCL used the banner below to promote their ‘Quantum of Disruption’ course.
It ran on 1,270 branded emails, achieving 351 unique brand impressions and 51 clicks on the ‘Register Here’ call-to-action, giving an engagement rate of 14.5%.
What PCL say…
“Rocketseed has made our lives so much easier! Not only by providing us with professional branded emails but also by giving us custom interactive opportunities with our clients”
Marina van Zyl | CEO | Platform for Connected Leadership
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