LeadPresso Email Personalisation Hack - ChatWhale

How we 2.5X our email CTR with LeadPresso, Hyper Personalisation and Remarketing

Whilst in the onboarding optimisation phase of ChatWhale, we’ve been trickling out some cold email campaigns and seen a fairly good result, using a hyper personalisation strategy.

We recently pushed out an article focusing on an interesting remarketing hack we found (don’t worry if you missed that, we’ll cover how you can implement this in the breakdown below…) The response to that article was overwhelming to say the least and certainly struck a chord, as the almost 14k claps on the Medium article attest to

Interestingly one of the questions that kept popping up in response to the article was about the data we used. In retrospect it was some oversight to gloss over how we got the data, as it obviously plays a key part of any cold email strategy. In our rush to get to the sexy hack bit, that was new and shinny, we skipped the basics 🙁

In this article we hope to right those wrongs, and show step by step how we completed each step and smashed our B2B cold email outreach.

We’re a B2B focused SaaS platform, an ideal customer for us is a US/UK based Small Business, who is digitally minded when it comes to the marketing of their businesses.

Using these requirements we came to the logical choice of using Facebook Business pages as a source. There are over 40m Facebook business pages, so there are plenty to go at.

First step is to choose the industry you want to target, in Facebook parlance that’s a category, you can see the full list here: https://www.facebook.com/pages/category/.

Our original approach was to scrape the data; we duly hired a developer from Upwork and $500 later we had some data, but this wasn’t a quick process and didn’t scale very well, so we went on the search for other options.

I’d heard about LeadPresso from discussions in SaaS Growth Hacks group, they seemed like the perfect fit for our needs!

After signing up the process to discover leads couldn’t have been easier or quicker, literally within 3 minutes we had the data we needed.


Here’s the exact steps we followed

  • 1. Select the country/City that you want to target:

  • 2. The Facebook categories we highlighted above are all replicated within LeadPresso, so you can drill down and pin point the industry you want to target:

  • 3. Select Search to reveal all those lovely leads

  • 4. Select Import all Results and create a list to add them to

  • 5. Export your leads as CSV

That’s right, only five steps to get our data, were you expecting more?

Now we have our data, lets validate LeadPresso as a good source and add our new prospects to our hyper personalised sales funnel.

In this test cohort we have almost 4k cold emails, the next step now we have the data is to put it in a useable format for personalisation and emailing, Google Sheets is perfect for this, so let’s crack on with the steps….

  • 6. Importing the CSV into Sheets is simply a case of selecting File > Import in Sheets and uploading your newly minted CSV:

  • 7. Apply Hyper Personalisation

    We’ve been using some pretty awesome hyper personalisation cold email techniques, using Hyperise.com to create dynamic images in each cold email, customised to each recipient.

    We take our prospects businesses logo, name and other details to create a series of product images that show a personalised demonstration of the user journey:

    The example above and the series of images below shows the business how using their existing FB messenger they can use digital scratch cards to deliver customer engagement. Each image is customised to the recipients business branding etc.

    For a full breakdown on creating a personalised image and hyper personalising your sales funnel, check out the guide from Hyperise.

  • 8. Add the Google Sheet with the LeadPresso prospects as a data source for the dynamic personalised image

  • 9. Use GMass to automate the mass email

  • 10. Connect GMass to the LeadPresso data in Sheets

  • 11. Compose your email, with merge tags for images, links and tracking

  • 12. Success we’ve mass mailed our prospects

Great, thats the hard work done, we’ve gathered our data, used it to personalise our outreach, and then blasted it out.

 

The Email Results

From the initial email we achieved a 18% open rate which is not bad for a cold list, for the first hit.

46.1% of the recipients who opened the email clicked on the CTA, to start a trial (317 clicks out of 689 unique email opens), this seems like a crazy high conversion rate, but we know from previous campaigns that the personalised images really drive this trend.

We would expect to raise the overall open rate closer to 40%, over a sequence over 6 or 7 emails, focused on recipients who are yet to open the email. So we sent a second follow-up email, to those that didn’t open or click from the first email.

From the first follow-up email we achieved an additional 547 opens (16% open rate) and an additional 231 clicks.

We sent a second follow-up and achieved an additional 397 opens and an additional 182 clicks.

Overall from a sequence of 3 emails we achieved a 40.1% open rate giving us an audience of 1,633, and 730 clicks. 40.7% of the recipients who clicked the email CTA started a trial, 115 new trial users.

We thought this was pretty good for a totally cold email campaign, especially as this was already a significant boost from the trials we’d done with other data sources.

In fact our email to click rate was 17.5% from our previous case study, when we tested with our previous data source.

Using LeadPresso and increasing the quality of our data improved our email CTR 251%!

 

Going further with Remarketing

We know from previous experiments that using remarketing can really help boost things, so we added the Facebook Remarketing Pixel to the sales page, as well as in the email body.

This allowed us to use remarketing to pull back the users who visited the page, but didn’t sign-up, or users that opened the email but didn’t click on a link.

Using catalogues in Facebook Ad Manager you can create dynamic ads, which we can use to show the personalised images in the remarketing ads:

The hyper personalisation growth hack guide on hyperise details a pretty kickass strategy of delivering personalised remarketing ads, so we followed that and served the same unique images from the emails on our sales page and into the remarketing ad for each recipient.

From the sales page remarketing campaign we generated another 89 page revisits which boosted another 27 sign-ups, meaning our email to trial conversion of combined cold email and remarketing was now at 3.6% (a 25% uplift) whoop whoop!!

But again, we didn’t stop there because there’s a bigger user number we’re ignoring at this point, the ones that opened the email but didn’t click. Over 900 people in our test cohort were intrigued enough by the subject (is {{company_name}} growing fast enough?) to open, but for whatever reason they didn’t click the CTA in the email.

3x our clicked audience opportunity

So to be able to reach those 900 people and re-engage them, we did something a little sneaky and loaded a FB pixel right in the email, so just them opening the email added them to our remarketing audience 🙂


After adding the email pixel, our audience growth spiked massively.

 

Now here is the really cool bit 🤓

In the cold email as we mentioned we used hyper personalised images, that demo’d our product, using each recipients business details, ie name, logo etc. We knew these drove a much higher engagement in emails and our sales pages, so getting those images in the ads, even for those that didn’t click, we hypothesised should do the same.

Using the FB pixel we can link the personalised image to each recipient, so we can then create ads to show the personalised demo image of our product.

The standard FB pixel is JavaScript, which you can’t embed in an email, however also included in the Facebook Pixel snippet is a non script version (ie for when the browser doesn’t support JS, or it’s turned off, or ad blockers etc).

This extra non script version is essentially a 1×1 invisible image, so your recipients don’t see it, but it’s sufficient enough to add them to your remarketing audience.

Here’s the secret sauce: changing this code as below means you can add a unique ID for each email recipient, in our case a reference to our prospect and unique image, so in the advert we can pick up the ID and load the correct personalised image for each recipient when they’re on social media.

Standard FB no script Pixel

<img height="1" width="1" 
style="display:none" 
src="https://www.facebook.com/tr?id=<YOUR_PIXEL_ID>
&ev=PageView
&noscript=1" 
/>

FB Pixel modified for Hyper Personalisation

<img height="1" width="1"
style="display:none" 
src="https://www.facebook.com/tr?id=<YOUR_PIXEL_ID>
&amp;ev=ViewContent
&amp;cd[content_type]=product
&amp;cd[content_ids]=<PROSPECT_ID>" 
 />

For more details on how to modify the Facebook Pixel, loading via an image, check out this Facebook guide.

Implementing the above meant that even if email recipients didn’t click on any links in our cold email, we were still able to retarget them with hyper personalised ads, in facebook and instagram, and drive insane conversions. Check out hyperise’s personalised remarketing ads guide to get the full breakdown on setting this up.

From the opened but didn’t click remarketing campaign we boosted another 74 sign-ups, meaning our conversion of combined cold email and open and clicked remarketing was now at 5.5% (we almost doubled our initial conversion with this email remarketing hack alone) whoop whoop!!

In the end from 4k cold emails from LeadPresso we achieved 216 sign-ups to ChatWhale, for a crazy low CAC.
 
This was an optimisation of an already solid strategy, so the lesson learnt is never accept great, there could be better results just around the corner.

First we boosted the email CTR 3.5x using hyper personalised images.
Then using sales page remarketing we gained 21% uplift.
Then with email open remarketing an additional 45% boost in trial signups.
Finally we improved our open metrics by using better data (thanks to LeadPresso)

This is a growth hack you’ve got to jump on, and ride the growth train!

 

* CAC calc – I want to include this to be transparent; as we’re in startup mode, we’re not paying salaries, so the CAC is more a marketing CAC, rather than a fully loaded CAC, because we’re not loading the business yet 🙂 For this to be a fair representation of true CAC, you should probably add in 10hrs of resource costs.

Email campaign:
$10 G Suite
$149 LeadPresso.com
$20 GMass.co
$99 Hyperise.com
—————-
$278 / 115 = $2.42 (marketing) CAC

Clicked Remarketing campaign:
$100 Ad spend
—————-
$100 / 27 = $4.31 (marketing) CAC

Opened not Clicked Remarketing campaign:
$400 Ad spend
—————-
$400 / 74 = $5.41 (marketing) CAC

Combined campaign:
$278 Email
$100 Clicked Remarketing campaign
$400 Opened not Clicked Remarketing campaign
—————-
$778 / 216 = $3.61 (marketing) CAC

So overall, the remarketing did push up our CAC by 11%, but this trade off, of getting 175% more sign-ups from the same cohort, was definitely worth it.

← BACK TO BLOG