Resilient Retail Club
DM opt-ins revolutise lead generation with 90% conversion rate. Flows enable client to instantly see trackable results and gather unique user data.
90% conversion rate from day one
Consistent organic strategy amplified leads
Unique user data allowed for further segmentation
About the client
Catherine Erdly is a small business consultant, independent retail expert and membership host.
She offers practical advice, and expert support for retailers and small businesses. She runs a membership as well as a high-level mastermind, and also has a podcast – The Resilient Retail Game Plan.
With more than 17 years’ experience in high-street retailers, Catherine created her small business consultancy and membership to share those tools and techniques with e-commerce brands, independent retailers and small indie makers to help them grow their sales, boost their bottom line and create the business they set out to create!
The brief
Catherine was an early adopter of Manychat and had been using the platform for some years. However, as she was building out the flows herself, her limited knowledge meant she was only using the platform to send users to a link in the DMs.
She knew the platform had so much more potential and wanted to gather more user data within the DMs, increase her conversion rate, as well as get more in-depth, trackable insight on the results and manage her Manychat contacts to keep her monthly fee in check.
Catherine wanted all of her main lead magnets built out to maximise Instagram engagement and DM opt-ins. She also runs regular webinars and masterclasses and wanted the same customer journey for these too.
The strategy
After the initial strategy meeting, the first step was to clear down Catherine’s account of contacts that did not need to be maintained within Manychat, to ensure she was paying the correct fee.
Over the course of the month, each of Catherine’s lead magnets were built into Manychat and I ensured they could be activated via each of the relevant triggers: post and reels, Instagram stories, direct DM and also Instagram lives. This gave Catherine the freedom to plan her content without having to adjust any triggers. The same strategy was applied to her webinar sign-ups, ensuring that date/time conditions were applied so that potential sign-ups after the webinar date were given an alternative offer.
Flows were connected into her CRM – Active Campaign – via Zapier, to ensure a smooth customer journey and trackable results.
Once the flows were launched, Catherine saw an immediate uplift in leads, with her open rate at 100% and overall flows converting at an average of 90%, mainly gathering user name and email.
A few months later, we added an additional automation for Catherine’s retail summit, Retail Roar. This flow not only registered users for the event, but also gathered more unique data, such as turnover and location, which enabled Catherine to segment her contacts post-Summit and promote several relevant upsells.
But what I didn’t really know was how to use it strategically – I was just sending a link in the DMs, so the results weren’t trackable.
Mel rebuilt all my flows. Potential leads now opt-in within the DMs for my webinars and lead magnets.
I have a super high conversion rate – 90% in some cases – and I get tangible results from my content and great engagement!
Mel’s knowledge of Manychat is vast – she knew exactly what I needed. Definitely talk to Mel if you want to level up your Instagram content!