Case studies are valuable assets to showcase your product offerings using real-life customer stories. These narratives create a sense of trust, allowing your target audience to understand your product’s benefits in a relatable manner.
No wonder 73% of the most successful content marketers leverage case studies to demonstrate the impact of their solutions.
With over 4.3 billion email users worldwide, embedding case studies in newsletters can prove a game-changer. When done effectively, this approach can serve as social proof, thus helping you captivate a massive target audience and boost conversions.
“When you say it, it’s marketing. When your customer says it, it’s social proof.”
– Andy Crestodina, Orbit Media
But how exactly should you incorporate them in your emails to drive engagement?
In this post, we’ll explore the best tactics to use emails as a comprehensive tool to win over your subscribers by showcasing case studies.
Let’s get right into it.
- Segment and Personalize
- Incorporate Tangible Achievements Whenever Feasible
- Keep The Content Concise
- Experiment with Distinct Case Study Formats
- Bonus Tip: Invest in State-of-the-art Tools like rasa.io to Captivate Your Subscribers
1. Segment and Personalize
Email segmentation signifies breaking the target audience (email subscribers) into smaller, targeted categories based on their demographics or behavioral data. The data can include their past purchases, interests, website interactions, location, and more.
Based on the category, you can create targeted newsletters with case studies that resonate with the subscribers, ensuring personalization.
For instance, you can share industry news about tech innovations and their impact with subscribers interested in specific tech product modules in a particular region. This can help categorize the audience’s interests.
Say, you have a specific category of email subscribers in the US region interested in the analytics module of marketing software. Here, you can send them updates on the latest analytics advancements with case studies of successful clients in the US region.
This segmentation and personalization process helps deliver tailored content that can enhance customer engagement. This tactic, in return, can boost conversions and revenue marketing efforts as the content allows customers to make a decision in their favor, thereby contributing to revenue generation.
Notice how Loom, a renowned screen recording software provider, leverages this tactic. Their team segments subscribers and shares personalized case studies via email newsletters.
Pro Tip: Count on a state-of-the-art revenue analytics tool to enhance your email segmentation and personalization strategy. The tool allows you to analyze customers’ historical data, like sales transactions, to unearth trends and patterns that inform their decision-making processes.
For instance, purchase history can help identify specific categories of B2B SaaS customers that buy more frequently than others. Targeting them by sending personalized case studies can boost conversions and ROI.
2. Incorporate Tangible Achievements Where Feasible
Add tangible achievements to highlight your success track record in the case studies embedded newsletters.
This can boost your credibility and trustworthiness among email subscribers.
Notice how Scrut Automation, security compliance, and GRC software provider include their key milestones, such as helping their B2B SaaS client identify deviations from ISO 27001, SOC 2, and GDPR standards.
The GRC software provider highlighted their client’s problem and then highlighted the results post-implementation of their tool. Besides, they have included a short testimonial of the client (co-founder of the B2B SaaS company) with a CTA in the newsletter.
This adds credibility to their case study, helping prospective customers understand and visualize how they can benefit from their product offerings around cybersecurity and compliance.
Follow the footsteps of Scrut.io to get started. This crisp approach can significantly enhance your trustworthiness and drive conversions.
3. Keep The Content Concise
Did you know? The average attention span of humans is only 8 seconds, less than that of a goldfish (9 seconds).
This means sharing long case studies can create a big dent in your email newsletters. They increase the likelihood of triggering spam filters and slow loading times.
So, keep your case studies short and ensure they convey the brand message in an easy-to-digest manner.
This is the only way to attract the reader’s attention and optimize email deliverability. Leverage email deliverability tools to ensure the case studies reach the audience and track your email’s performance.
Observe how Descript, an all-in-one video and podcast editing software, shares concise case studies.
The short and quick content format helps their subscribers read and understand the value proposition without hassles
4. Experiment with Distinct Case Study Formats
Writing a case study doesn’t have to be boring.
So, rather than following the typical “text” format, opt for distinct format types for case studies.
For instance, create a video testimonial in Q&A format. Share the client’s opinion of your product offerings. Include how the product helped them overcome challenges and what goals they achieved in a specified time.
Besides, you can quote your customer’s experience to make the case study relatable to your ideal target audience rather than creating a storytelling post in your own words.
What’s more? Include webinars, ebooks, resource guides, infographics, and podcasts to create eye-grabbing case studies.
In short, don’t get stuck in the conventional “text-only” format. Let your creativity flow and see how the subscribers respond to them.
This can help you understand popular case study formats, enabling you to create more and drive conversions.
See how Shopify uses a podcast in their case study to highlight how their client (flower shop) grew conversion. This case study format breathes life into the newsletter, thus captivating the subscribers’ interest.
Moreover, the multinational eCommerce platform has added a CTA button – “Learn More,” to redirect users to the podcast. The entire case study looks clean and engaging.
Here’s another interesting example.
See the case study of VSCO, a photography mobile app (for iOS and Android) provider.
The app provider uses montage, which means the composition or sequence of imagery or videos to showcase their customer experience.
This practice elevates the entire storytelling experience while creating an appealing aesthetic for email newsletter subscribers.
5. Bonus Tip: Invest in State-of-the-art Tools like rasa.io to Captivate Your Subscribers
rasa.io is a revolutionary artificial intelligence or AI-powered solution to engage your subscribers.
With rasa.io, you can –
- Curate Personalized Content: This software uses AI capabilities to curate personalized content based on your email subscriber’s preferences. rasa.io automates segmentation and curates content resonating with your audience’s interest.
- Automate Content Delivery Process: The software enables scheduling and sharing case study embedded newsletters to your target audience at optimal times. This feature can enhance the effectiveness of your newsletters, achieving a positive ROI.
- Enjoy the Integration Capabilities: rasa.io can integrate with your existing tech stack, such as Shopify, HubSpot, Salesforce, and more. This feature makes the entire newsletter creation and delivery seamless.
- Gain Valuable Insights and Analytics: rasa.io provides valuable insights into newsletter open rates percentage, most clicked content, and more. This information can help you create strategies to boost engagement.
In short, rasa.io is an all-in-one solution to make your email newsletter campaign a massive success. Choose the pricing plans for you according to your needs and budget.
Incorporating customer case studies in your email newsletters can be a game-changer for your firm.
They emphasize the customer’s positive experience with your product while communicating its end benefits for the users.
The examples depicting case study-embedded newsletters, as shared in this post, are a testament to this.
So, take some inspiration and make your next email newsletter campaign successful.
Carl Torrence is a Content Marketer at Marketing Digest. His core expertise lies in developing data-driven content for brands, SaaS businesses, and agencies. In his free time, he enjoys binge-watching time-travel movies and listening to Linkin Park and Coldplay albums.