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BOOSTING CONVERSION RATE THROUGH EMAIL NURTURING
● CRM MANAGEMENT
● EMAIL CAMPAIGNS
A semi-automated email campaign combining segmentation and live data to boost conversion rates from existing leads
THE CHALLENGE
The company faced a stagnating conversion rate of just 1 in 10 qualified leads. Many prospects were unresponsive to traditional outreach methods such as phone calls, creating a gap between awareness and active engagement. The goal was to re-engage these leads through targeted, data-driven email marketing that cut through a competitive market with relevant, timely, and value-led content.
The campaign needed to provide prospects with genuinely useful insights, particularly real-time currency data, to establish credibility, stimulate conversations, and drive meaningful sales interactions.
IMPLEMENTING LIVE DATA FOR A SEAMLESS PROCESS
To overcome these challenges, we built a dynamic email nurture programme designed around personalisation, timing, and data accuracy.
We integrated our FX market data feed into the CRM, enabling automated alerts when significant market movements occurred, triggering personalised email sends with tailored insights. To ensure the integrity of segmentation, we conducted a comprehensive data cleansing exercise and implemented ongoing CRM training to maintain high data quality.
The emails combined real-time market intelligence with compelling narratives and strong calls to action, positioning the brand as both a trusted advisor and a proactive partner. Each campaign touchpoint was engineered to encourage dialogue between prospects and sales teams, transforming passive interest into active engagement.
THE STORY OF SUCCESS
25%
IMPROVED
CONVERSION RATE
46%
INCREASE IN OPPORTUNITIES
~£800K
PROJECTED
NEW REVENUE
KEY LEARNINGS
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Data quality underpins personalisation and content relevancy
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Timing campaigns for the right moment builds trust and credibility
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Successful nurturing can be down to striking the right balance between automation and the human touch
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Marketing and Sales alignment is critical to prospect nurturing