Company Name: OMR
Location of client: Hamburg, Germany
Industry: Marketing services, digital products, and an annual exhibition
Product purchased from WA: Wild Mail
Rating: 5 stars
Using Wild Mail, OMR was able to create over 30 different custom automations to send its contacts through. They now collect valuable data on their audience and can create custom campaigns and automations based on their users behavior. By using Wild Mail, along with Wild Audience’s email automation strategies and techniques, they got to learn more about their contacts. Having this information helps them create content that adds consistent value to their audience. As a result, they’re building stronger relationships with their audience and only sell to contacts that are ready to buy.
Who are you?
Chris is an online marketing consultant and manages the performance marketing channels of OMR, a digital platform and exhibition for digital marketers based in Hamburg, Germany.
What does your company do?
OMR creates content for digital marketers, and hosts an annual exhibition covering digital marketing topics. They’ve been growing steadily since 2011, and in addition to the exhibition, they sell several digital products, host several podcasts, and create tons of digital content for marketers.
Their annual exhibition is the largest digital marketing exhibition in Germany. It attracts over 40,000 attendees every year eager to hear about the latest best practices in digital marketing from world-class experts.
Now they also have the OMR Academy, which is a pilot project that sells beginner Facebook marketing courses.
How did you first hear about Wild Mail?
As a digital marketer, Chris sees a lot of Facebook ads. Sometime in 2018 he came across a Wild Audience ad that really caught his attention. He took a screenshot of the ad for his personal swipe file and clicked on the ad.
“The ads felt really personal, and the content stood out,” says Chris. (this could be a pull quote?
OMR began working with Wild Audience’s techniques to build their first Relationship Funnel. Then about five months ago, Chris heard about Wild Mail. At the time, OMR was using MailChimp and looking for ways to solve the problems they were facing with the platform. Wild Mail addressed all of those problems and provided solutions.
Why did you decide to become a customer?
As we mentioned above, OMR was initially using MailChimp to do all of the email marketing for their company and exhibition. Their team was frustrated with the user interface, which made it challenging to track what was going on within their campaigns.
In MailChimp, users are limited to what they can do with a contract once it’s on the email list. OMR was looking for a way to tag their audience and collect information so they could send them more specific emails.
They realized that MailChimp is much more of a newsletter tool than it is an email marketing automation tool. Wild Mail is designed to be the exact opposite. It was designed around automation and personalization and happens to send newsletters as well.
What was the main problem you wanted to solve for your business?
Chris was running profitable Facebook Ads for OMR, but he could see a trend in the data that showed that the ads wouldn’t be realistically sustainable long term. So he began looking for ways to proactively help the funnel stay profitable when Facebook ads got too expensive. At the same time, he knew that they still wanted the content and funnel to feel personal to their audience.
How are you using Wild Mail?
When someone enter’s OMR’s online world, a lot of things happen on the backend. There are over 30 automations that run when a new contact enters the funnel. They collect data on the contact based on where they entered the funnel, and the contact begins an automation.
They’ve also found it very useful to be able to create an evenly split path to A/B test different automations. The logic works by setting a particular action as a trigger. Then when a contact takes that action, it triggers Wild Mail to send 50% of the contacts through one automation and 50% through a different automation.
These two sequences are on the same topic but use separate copy, headings, and calls to action. They can compare the analytics on each email to determine which series gets the most opens and clicks.
This type of test has to run for at least a few months before you will see any significant results. But once you have the results, you can continue to run these tests against new copy and strategies to continuously optimize the funnel.
They are also using score triggers for sales emails to a huge advantage. These work by only selling to engage customers who are ready to take your offer.
OMR recently set up a referral program using Wild Mail. Their contacts can now get rewarded for getting others to subscribe to the OMR email list. To do this, they use Zapier to send the referral data to Wild Mail, which then tells them which subscribers user link was used.
Wild Mail integrates with over 250+ different software.
Typical Funnel Flow
Here’s what a typical funnel flow looks like for leads coming in from Facebook ads or the OMR website.
- Depending on where the lead came from, and what action they took, a tag is applied to that contact. Then the contact receives a score depending on their behavior.
- Contacts are sent through different automations with specific content related to the lead magnet or signup source.
- Every automation uses lead scoring. So every time a contact does a behavior like visits sales pages, opens emails, clicks on the website or email, or purchases something, that action contributes to their lead score.
- Once they have taken enough actions within the funnel, and they’re warmed up, they enter a sales sequence.
- They use re-engagement sequences for unopened emails to encourage users to engage with their emails.
What were the biggest takeaways for you?
Wild Mail is a sophisticated tool that can be somewhat of a learning curve for people who have only ever built newsletters before. Building complex automations is more complicated, but Wild Mail makes it easier to learn how it works.
It also makes it easier for people who don’t know funnels well to visualize how each contact is moving through the funnel.
It took Chris and the OMR team about two months to fully learn all of the functionality of Wild Mail. Now it’s something they use every day and a tool they actually enjoy using.
To help with the learning curve, a Wild Mail subscription comes with Wild Audience’s 20-lesson email automation video course. You’ll also have access to free, done-for-you sales funnel automation templates that you can install with one click.
What do you plan to implement next?
OMR is currently using Wild Mail for all of their digital products. In the future, they want to use it when promoting the exhibition as well.
As they continue to launch more digital products, they’re also working on a new lead magnet series, as well as a referral program campaign that will launch soon.
Why would you recommend Wild Mail to other companies?
Some people think businesses should start with a basic newsletter tool to make the learning curve easier. Chris recommends taking the opposite approach. He believes that a company should start using a tool like Wild Mail as early as possible. They can use its core features to begin collecting the data and learn the rest of the tool along the way.
Chris recognizes that OMR could have seen more significant results with their online campaigns sooner if they had started using software like Wild Mail early on. Since they only switched to Wild Mail recently, they have tens of thousands of people that were already on their list that aren’t scored or tagged.
If a company is still using Mail Chimp, they have no idea who on their email list is active and how they are active. Without this information, it’s almost impossible to customize their experience. In Wild Mail, you know the activity of every member of your audience and can tailor their experience to their interests.
What type of company should use Wild Mail?
Chris can’t imagine using any other email tool other than Wils Mail anymore. In addition to companies that have digital products, he can see e-commerce businesses using Wild Mail to create a really customized product follow up emails.
Online businesses should use Wild Mail to collect data to make their customer journey more personalized. Even small companies or high ticket sellers can benefit from collecting customer data to make their marketing more personal.
What type of results will a new client achieve using Wild Mail?
Wild Mail lets businesses control what they send to their audience. Whatever type of email you need to send to meet your business goals, Wild Mail can create them. Using Wild Mail lets you build a real relationship with your audience by creating a customized experience for them.
When your audience is receiving value, it builds trust and strengthens the connection. A stronger relationship means higher engagement rates, conversions, and sales. Wild Mail gives you the tools to build lasting relationships with your audience through automated messages that are both personalized and full of value.
Building relationships with your audience goes beyond emails and marketing. You’re creating an experience that continues throughout their entire buyer journey. By the time they reach the checkout, they’ll already feel excited about your brand and ready to buy, like this:
Your audience will be so impressed with your content that you might even get some emails like this:
When you’re building a system that adds continuous value to your audience, you don’t need to make hard sells. You’ll only sell to warm leads, and your message will do the selling for you.