The Client

C4CM - Training and personal development courses that help to educate individuals and improve company performance. At the start of our relationship, ~90% of their leads came from outbound email.

The Challenge

C4CM had been generating new leads successfully for their business in the past through cold email campaigns, but changes to the email landscape and ensuing deliverability issues forced them into a corner and were fit with tools not well suited to their current or future needs. They needed to simultaneously get their deliverability issues back on track while also being enabled to improve the capabilities and effectiveness of their inbound marketing and sales funnels.

To add further complications, their website and client experience needed an overhaul and a better integration with their marketing and sales efforts.

The Process

We first audited C4CM’s deliverability issues to understand the root of the problem as well as how serious the issue was and to determine next steps for getting email back on track. We then audited their technical stack and customer journey, identifying friction points in not only the strategy, but also identified issues in the stack where their current tools were too limited, or far too costly and complicated for their lean team.

We went through a detailed platform selection process that would help them continue to use their current outbound efforts with more effective segmentation and deliverability management, while also allowing them to create assets to grow their inbound funnel within their budget and resources.

Throughout this process, we collaborated with both them and our internal developer to better identify a clearer customer journey, which we used as a roadmap to connect all of their platforms with harmony.

The Results

In our initial audit we found C4CM’s sending reputation too irreparable for the short term, and found a new domain configuration to reset their reputation.

Through this new configuration, along with implementing a new platform better suited for outbound and ongoing deliverability management, we were able to increase their deliverability from a low point of 10% open rates, up to north of 25% open rate, with consistent engagement with those emails.

We migrated them from SimonData/SendGrid, to a combination of Constant Contact and Net-Results, which allowed them to maintain lower platform costs - ~$4,000 in monthly subscription cost savings - for their outbound email, while also providing them with a marketing automation platform in Net-Results that would automatically manage their deliverability and email sunsetting, integrate with their platform, and also give them a platform with good support to beef up their inbound marketing funnel - setting them up for short term results and long term success.