- 47% increase conversion rate
- 40.62% increase eDM/SMS open rate
(benchmark: 21.33%) - 8.64% increase click-to-open rate
(benchmark: 1.77%)
How we re-engaged 47% of an outdated database for Walker Corporation
Walker Corporation was sitting on a goldmine: a 10-year-old database from the first stage of their Wallis Creek project that was gathering digital dust. As a leader in Australian community development, they needed a refresh to wake up those long-lost leads.
That’s where we came in, with a dynamic 5-step email and SMS campaign to revitalise the old list ahead of the upcoming next stage of the Wallis Creek development.
Our goal? Clean up the data, and get these potential buyers excited about the latest chapter at Wallis Creek. We threw in a tempting offer — update your profile for your chance to win a reward. This campaign was about spring cleaning, yes, but also about reigniting old connections and offering a VIP pass back into the story of Wallis Creek.
The key challenge was untangling a decade-old digital puzzle, with outdated information with plenty of gaps. But with some clever data verification and sharp customer segmentation, we turned that list from sleepy to supercharged.
Find out how.
Getting smart with data
For the Wallis Creek campaign, our strategy was all about getting smart with data and making every interaction count. We kicked off with a rigorous mobile and email testing phase, ensuring our database was squeaky clean and segmented just right for our email nurture journey.
Then came the fun part: a slick 5-step drip campaign. As leads warmed up, engaging with our content or filling out forms, we gave them a graceful exit from the nurture chain.
To spice things up, we introduced a value exchange — think vouchers and prizes — to turn engagement into a (literally) rewarding experience. The content aimed to be catchy as well as a heartfelt thank-you to customers, paired with an exclusive sneak peek into what’s next for the development.
Impactful communication designed to convert
Behind the scenes, we crafted Walker Corporation’s email strategy, creating master templates and compelling copy to achieve their goals. We worked alongside their in-house team to manage the list intricacies for all email and SMS communications. For outreach, we steered clear of traditional advertising, and instead used PropertyBase data and Campaign Monitor/Mercury SMS for direct, impactful communication.
Our secret weapon? Our custom landing pages, created on Unbounce. These worked as data-capturing powerhouses that seamlessly funnelled information into PropertyBase — making life as easy as possible for Walker Corporation and their sales team.
An effective and efficient landing page component ensures spotless data capture while keeping customer engagement sky-high. This campaign was a real testament to balancing customer experience with robust data strategies.
“It’s been awesome working with the Walker Corp team to see how we can combine Social Garden’s MA expertise and CRO knowledge to execute a creative solution to the problems they were facing when looking to relaunch one of their flagship communities.
I love that the team wanted to face these challenges head on to be customer led in their approach to going to their database first, before launching lead generation. The results really do speak for themselves, and we couldn’t be happier with the outcome!”
-Sarah Kelland,
Senior Account Manager
Results to write home about
Over the course of this data-cleanse campaign, we achieved some awesome, above-industry-benchmark results:
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On-demand Webinar: Intro to Marketo Engage
What do we cover? Lead management fundamentals – stages & scoring Defining your audience using smart lists Multi channel nurturing Creating, managing & personalising content Operational best practices CRM Sync – data sharing & sales enablement with lead scoring and sales insights Reporting & attribution through performance insights Next step? Book a meeting with Glenn […]
