Thermage E-mail Marketing
Client
Thermage, Inc. (Nasdaq:THRM) is one of the premier medical device companies for aesthetics applications. Their innovative radiofrequency (RF) technology provides a safe, non-invasive procedure to tighten and contour skin.
Challenge
Increase adoption of the Hands by Thermage procedure among their existing physician customers.
Thermage came to SolutionSet having experimented with e-mail marketing but only achieving marginal success. They asked SolutionSet to create and target a campaign to increase awareness of the Hands by Thermage procedure among its existing physician customer base. The challenge was to convince their existing customer base to adopt and train for the new Hands procedure available from Thermage through communicating the advantages to their practice and their patients.
Solution
Launch targeted non offer based email campaign with varied messaging to test effectiveness.
SolutionSet set up a campaign that would not only test varying messaging strategies but also track the behaviors of those who received the emails. Each email and their associated landing page was designed and optimized to increase click through and conversion rates based upon best practices learned through past experiences.
Each of the two emails was sent simultaneously to an evenly divided list of existing customers nationally. The campaigns were measured via Google Analytics and Vertical Response.
Results
Thermage was able to not only identify which messaging strategy was more effective but both campaigns performed significantly above industry standards*.
Messaging performance
Among the two email campaigns, one of the two messaging strategies in particular experienced a 33% increase in click-throughs over the other and a 75% increase in conversions. This insight informed subsequent campaign strategies and tactics.
Click through performance
While this campaign did NOT consist of an offer, the combined emails performed better than 78% of all email campaigns that had a sales offer among the B-to-B campaigns to house lists in click-throughs.
Conversion performance
Additionally, the two campaigns performed better than 71% of all similar offer based campaigns among B-to-B campaigns to house lists in click-throughs
*Source: MarketingSherpa, Email Marketing Benchmark Survey, November 2006
Services
_Marketing strategy
_Analytics and performance analytics
_Multi-variate testing
_Creative strategy
_HTML and CSS