Email Marketing Client: Haugen Consulting Group

Haugen Consulting Group trains coders in medical billing and coding to provide expert assistance to companies around the United States. They launched a new education platform in 2024 and saw very little response. Their goal for 2025 was to generate more interest through email and to connect with professionals already working in the field.

Below you will see the initial research and pitch to the client. Following, you can see the emails designed to draw people in, generate clicks, and build brand awareness.

Our findings were:

• 6851 people showed interest in our intent-based email marketing tool in the topics chosen (all listed here Haugen Campaign topics.xlsx​​​)
  • 78% of those people belong to accounts you have relationships with already (i.e. cannot be contacted by Tesorus)
    • These contacts have domains we cannot contact, but are from a variety of different departments
  • 22% of the total received an email from us
    • Over 20% of those that received an email opened it, but less than 4% of the opens clicked a link. The most opened communication is Email 1.
    • Industry standard for opens and clicks are 30% and2.5 %, respectively.

Insights from data: 

• Email alone isn’t a strong enough lever to consistently drive action, but this data tells us that there is a lot of potential in your current relationships!
• Leveraging another type of engagement could help break through the noise for this audience
• Open rates show that people are interested but not converting

Recommendations: 

• Almost 80% of the campaign activity points to existing client relationships.
  • I recommend engaging these accounts to explore cross-department opportunities, or early-stage interest that needs follow-up.
• I do not recommend removing any topics. 
  • The audience is already heavily filtered by domain (78% filtered). Narrowing the topics only narrows the broadcast. 
  • It would be counterproductive to remove the topics used in Q4, though there are a few that we could add if necessary
    • Based on the data, I recommend we add “continuing education” back into the query, but use a Boolean logic to dial in the audience
      • The video explains this better, but think about this like PEMDAS from math class…
      • Example: (Continuing Education AND Medical Coding) OR (Medical Billing) OR  (ICD-10)…etc
• At least one of these emails should be more informative than selling. 
  • This should include coding updates, industry insights, etc. as an intellectual gift and proof of authority.
  • This should replace email 1 (Generate some rapport prior to making the pitch)
    • This can include the blog we talked about back in October/November if available.