Genzyme streamlines opt-in
process with email widget

Share this article:
Genzyme streamlines opt-in
process with email widget
Genzyme streamlines opt-in
process with email widget

Client: Genzyme


Agency: 89 Degrees


Objective: To raise 
awareness of the 
biotechnology company's email opt-in form and reduce sign-up friction.


For years, Genzyme Corp. has operated a two-track email program to maintain contact with consumers 
interested in its Synvisc-One treatment for osteoarthritis of the knee. However, its email opt-in form failed to deliver, says Christine Waite, director of Synvisc-One patient 
marketing at Genzyme. 


"We had a lot of organic traffic and traffic from advertising to the website, but we weren't getting any email sign-ups," she says. "Our email sign-up wasn't enticing."


STRATEGY: Genzyme's problem was two-fold. Consumers struggled to find its opt-in form, yet even when they did locate it, the lengthy document undermined consumers' enthusiasm to enroll.


"We were asking for people's names and addresses, and asking our profile questions. It was a bit of a long process for somebody who is already there at your website and just wants to sign up to get more information," Waite says.


Genzyme set out to streamline its opt-in process with a new form that simply asked for consumers' email addresses and whether or not they were currently using Synvisc-One. Consumers not in treatment now receive a series of four educational "Fast Facts" emails across four days, with a fifth delivered three weeks later asking if they made an appointment with a doctor yet. Meanwhile, those who are using Synvisc-One were invited to join a six-month "Treatment Check-In" email series, messaging consumers according to their treatment stage. Both groups receive a monthly "Know Your Knees" newsletter that features information from an 
orthopedic surgeon.


Genzyme wanted to ensure consumers saw the more efficient sign-up form. To that end, it worked with its database agency of record, 89 Degrees, to develop an email opt-in widget that would appear throughout the site. 


"We looked at the more popular pages according to our Google Analytics reports to understand the more common [site pages] people are visiting," explains Waite. She adds that Genzyme decided to vary the widget's placement from page to page to avoid "having too much of a templated approach."


RESULTS: Since implementing the simpler form, Genzyme's sign-up rate jumped from roughly 500 consumers over the course of three months to more than 1,000 over a comparable period, according to Waite. 


With its beefed-up list, Waite says, Genzyme is readying a new email for those consumers in the "Fast Facts" track three months after they opt in, to ask whether they have received treatment. "We have a callout within the 'Know Your Knees' email, but a solo email will help to capture more people," Waite says.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Email Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Google Inbox Clicks With Marketers

Google Inbox Clicks With Marketers

Email marketing experts see largely positives in the new mobile app that gives people greater control of and access to their inboxes.

Engagement: The Secret Ingredient to a Tasty Marketing Campaign

Engagement: The Secret Ingredient to a Tasty Marketing ...

Organic yogurt company Stonyfield says it's discovered the right recipe for an enthralling digital campaign.

8 Email Marketing Myths Debunked

8 Email Marketing Myths Debunked

Our experts set the record straight.