A fortnight after signing up for free accounts, 6 percent of email recipients converted to paid memberships. After that, only 1 percent did the same—matching historic numbers. Jackson says this response rate is "a 30 percent increase in our new business sales."
With figures like that, Voices.com institutionalized the idea by implementing it in drip campaigns in November. Since then, Jackson has "seen a real drastic increase in conversions" among both talent and client customers.
He says he'll continue "fine-tuning" email communications. For instance, Voices.com may move up the paid offer to the moment website visitors sign up for the free memberships.
"We test messages on pretty much any bulk message that we send out," Jackson says. "It could be a webinar going to 800 [people] or a couple thousand people. It could be a newsletter or it could be another offer. If it's sent to a bunch of people, then, typically, what we'll do is split test right at the beginning. ... If I'm doing a quick split test then, typically, I'm just looking at the subject line to see what subject line gets people to open the message. Basically, the one that gets more opens is the one that we'll go with, depending on the outcome you want, too. ... If it's a sign up to a webinar ... we'll look at clickthroughs, as well, to see whether or not some of the messaging needs to be changed."
For example, through testing, Jackson found that creative within the messages absolutely must speak differently to the talent vs. the clients who want to hire them.
Overall, since implementing marketing automation, Jackson says, "our campaigns are way more targeted now and way more personal."