According to the MarketingSherpa 2012 Lead Generation Benchmark Report, 51% of marketers surveyed indicated the most effective platform for testing their value proposition was through email marketing campaigns.
This is no secret to savvy marketers. Austin McCraw, Senior Editorial Analyst, MECLABS, also discussed how to discover the essence of your value prop through email at Email Summit 2013.
Jon Ciampi, Vice President of Marketing, CRC Health, did just that and revealed his strategy at Lead Gen Summit 2013, happening right now in San Francisco.
In his session, “Lead Capture: How a healthcare company increased demand for services 300%,” Jon shared with the Summit audience how understanding customer motivations, driving traffic, and clearly communicating the value proposition all helped his company capture a higher quality of leads.
At CRC Health, Jon developed nine value propositions, and broke that list down into problem- and solution-focused messages. He combined the company’s in-house list with a purchased list consisting of psychiatrists and therapists who refer their patients to CRC Health. Then, the team crafted email subject lines reflecting the different value propositions to test where the customer was in regard to researching the problem, or looking for a solution.
Through testing, Jon discovered a 14.49% clickthrough rate in the top-performing subject line, and this was problem-focused messaging rather than solution-focused messaging. For CRC Health, the process of searching for a rehabilitation center is most likely a first-time experience for customers. Therefore, understanding that these prospects are looking for different options related to their problem, rather than immediately solving the issue, was extremely important to targeting their needs.
“What we found is with rehab, everyone is focused on the problem. With our in-house list, patient-focused messages were more motivating and increased clickthrough rates,” Jon said.
Even though he made a breakthrough with testing value propositions through email, he did encounter the fact that one size does not fit all, particularly with his audience, and even more specifically with a purchased list.
For psychiatrists opening CRC Health sends, their top message for open and CTR was scientific-based. The subject lines and topics that most resonated with this segment were “improving addiction treatment with science and research,” “outdated addiction treatments fail patients,” and “CRC Health as the strongest clinical supervision in the nation.”
However, the audience that preferred more relationship-based messages was therapists. Messages like “Treatment fails when therapists & clients aren’t aligned,” and “Most rehabs can’t provide effective clinical supervision” were the top performers for this segment of CRC Health’s audience.
“Overall, self-serving messages performed far worse than patient-focused messages. Patient-oriented problem statements motivated them as well,” Jon said.
Through value prop testing with his audience via email messaging, Jon learned much more about his audience and their motivations.
As an exciting result of value proposition testing, he discovered a 3x to 4x increase in demand for services. According to Jon, when testing began, both inquiries and admissions increased.
“One of the top things I learned is to look at funnel. What are the motivations of your customers? … Also, understand their language. Different buyers with different perspectives will affect how your messages are interpreted,” Jon concluded.