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How the transition from outbound to inbound results in a conversion improvement of 50%

By switching the marketing for events from outbound to inbound, Bohn Stafleu van Loghum (part of Springer Nature), has achieved conversion improvements as much as 50 percent. Bulk e-mails are a thing of the past, the recipient's behavior determines when he or she receives which message.

Solutions & Results

  • From bulk e-mails to 1-1 communication
  • Click behavior as a starting point
  • Behavioral targeting
  • Open rates increase of up to 50%
  • Doubling CTR
  • 20% to 30% reduction in opt-out

 

“With Ternair we can automatically choose the right time to interact with our customers. The campaign flows are configured based upon the interests that someone shows. We have an overview of the entire process and we are increasingly aware of who to send what and when. In a way that we are and stay relevant, so we do not bother anyone with our messages. The frequency of our e-mails can therefore be reduced while the effectiveness is higher.”

Michael Dam – Marketing manager Bohn Stafleu van Loghum

 

About Springer Nature
Springer Nature is a global publisher that serves and supports the research community. Springer Nature aims to advance discovery by publishing robust and insightful science, supporting the development of new areas of research and making ideas and knowledge accessible around the world.

Bohn Stafleu van Loghum (BSL), part of Springer Nature, is a media company with a focus on healthcare professionals. With high-quality, accessible subject information (online platforms, books and magazines), tools, elearning products and events, BSL ensures that the healthcare professional has sufficient knowledge and skills.

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