Impact
43% open rate + Growth in sales leads
19% clickthrough rate to thought leadership content
Content strategy
HR / HCM
Thought leadership content and email newsletter campaign targeting talent, HR and business leaders successfully attracted new sales enquiries.
This technology-savvy recruitment agency needed a way to reconnect with existing customers and to attract and engage new prospects.
Strategy
I first conducted an in-depth analysis of the company, its commercial goals and industry positioning, before formulating a strategy which I presented back to the client, covering:
Competitor landscape analysis
Audience segmentation and key messaging
Recommendation for thought leadership content and email newsletter
Platform selection and editorial planning
Execution
Once agreed on the strategic direction and scope, I managed the launch and execution of the new email marketing campaign:
Production and delivery of monthly email newsletter
Email list management
Production of expert thought leadership articles
Metrics and performance analysis
Results
The campaign achieved high engagement, with 43% email opens (industry average = 36%) and 19% clickthrough to brand content.
The client reported an increase in relevant sales enquiries, as well as higher re-engagement from lapsed customers.
Company
Talent (Email & Content Strategy)
My Role
Market and competitor research
Email marketing strategy
Content strategy
See the Work
"The results backed it up"
"Someone who brings genuine strategic thinking to their marketing work. Ahmed took the time to understand the business properly and clearly did his homework on the competitive landscape. He treated the whole project with proper care, as if it were his own company. The results backed it up: following the newsletter launch, I saw a real uptick in clients getting back in touch to enquire about my services."
PR Crowd
Gavin Watson
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