You want more people to respond to your emails? Sure thing! Let the magic begin. Speak their language, make it relevant, reach the right people, click, click...

Where it began... and the great results

Parago Asset Management Software - came to us having previously run email marketing campaigns. They had managed to obtain an 8% open rate and a 10% click through rate on their email marketing. 

According to Mailchimp, the Education and Training Sector averages a 22.49% open rate and a 3.42% click through rate. 

So, how could Parago increase their open rates? 

Here at voyage, we like to fully understand the people we’re talking to, we sculpt the message around the readers needs, targeting the right people with the right messages, and we believe that your results are heavily dependent on the quality of your original data. 

Through a combination of great copywriting, intelligent marketing strategy and clever use of campaign technology, we’ve exceeded Parago’s AND Mailchimps stats. 

Our open rate has soared to 65% with our highest click through rate hitting 25% – now that’s successful email marketing! 

A good first response  

Our first email changed the way we spoke to the reader. 

It engaged with their needs, rather than rambling on about who Parago was. 

The results spoke for themselves. People were more prepared to open and click with the right messaging. Great! So what’s next... 

4,743 sent 

472 opens = 10% 

78 clicks = 17% 

Offered two videos 

Open rates 2% higher* 

Click thru nearly doubled* 

New messaging, offer (videos) and photography working well 

Gave a good steer for next round of emails 

* Compared to Effective Financial Management Email - Parago’s previous email campaign

More people and more opens

Following the increased response from the first email, Parago was keen to widen the audience, and a new database of people was introduced alongside the existing recipients. 

Adding existing customer testimonials and segmenting the database meant we were able to achieve a successful result. 

10,000 sent 

1,218 opens = 12% 

65 clicks = 5% 

Offered testimonials 

a 20% higher open rate and 50% higher click rate* 

* Compared to Effective Financial Management Email - Parago’s previous email campaign

Strategy steps in 

We know our readers are busy, and we need to interest them enough to engage them. So once we’ve sent out our initial emails we’re able to target more accurately based on previous response rates. 

We sent an email to all those who had clicked through from our last email and, by providing them with more information and video content, we were able to raise the open rate even more. 

63 sent 

20 opens = 32% 

5 clicks = 25% 

Offered videos 

Very high open and click rates from those who had already seen testimonials 

Messaging working well 

Strong video pull

Leave no-one behind 

For all those people that opened our email, but didn’t click, we changed our message and backed it up with testimonials. 

It was important to plant a seed in the readers mind – to show them the benefit of the Parago system and to get people thinking. The open rate rocketed to a staggering 47%. A great result for Parago! 

965 sent 

451 opens = 47% 

9 clicks = 2% 

Offered testimonials 

Shows how well the messaging works to get such a high open rate

The summer campaign

With the majority of Parago’s customers being school-based, it was important to target the messaging to speak to their needs before everyone broke up for the summer. 

The Annual Summer Asset is a key part of any school business manager’s year, and this email was a great opportunity to communicate the benefits of the Parago system at a crucial point in the year. 

8730 sent 

1134 opens = 20% 

70 clicks = 3.3% 

Offered testimonials 

Spoke directly to the need of the reader

Success in the follow-up 

Targeting the follow-up email to those that had opened the first summer email, with a new headline message to draw people in, increased the open rate greatly. 

The 1,101 recipients were divided into lists of different levels of lead warmth. Our largest list of 739 recipients gained a whopping 65.8% open rate! Our best result for Parago to date. 

1101 sent 

697 opens = 55.5% 

11 clicks = 1.9% 

New targeted message 

New client testimonial

So what next? 

The campaign continues... 

With the summer break fast approaching, we’ll be reviewing all our results and messaging. 

And once everyone is back to the classrooms, we’ll be ready for the next campaign, and even a new database.