Generating a 32% Conversion Through a Targeted Lead Magnet Campaign for The Appellate Project (TAP), a Legal Nonprofit
The Challenge
The Appellate Project (TAP) is an up-and-coming Washington D.C. nonprofit dedicated to empowering a racially diverse, equitable, and inclusive appellate community through its flagship mentorship program, an intensive summer fellowship program, and more.
In the spring of 2023, TAP knew they wanted to reach out to their community with a new lead magnet: a comprehensible Clerkship Handbook filled with 51 pages of professional insight and recommendations.
For this project, they needed technical direction for a range of elements for this project. First, they needed the creation of a custom embedded HTML form that they could include on their lead magnet landing page. This would include a spot for a name and an email along with a button that would prompt an email containing the Clerkship Handbook. Next, they needed help setting up a corresponding automated email customer journey that would be triggered when the embedded form was filled out. Lastly, they asked for content feedback on their landing page design to ensure it was optimized for SEO and was easily skimmable for today’s quick attention of readers.
TAP has been using my email marketing services since the fall of 2022, so when this project came about, they knew they wanted to collaborate. As TAP Administrative Assistant Jeorjet Reyes puts it, “We decided to ask Alicia for her support in this project because of her extensive background with MailChimp and all of its functions. Additionally, we appreciated the knowledge Alicia has offered in regards to engaging constituents, graphic design, and search engine optimization.”
The Solution
Working with the TAP team, I helped them define their top reasons for emailing the Clerkship Handbook and used those to build out a comprehensive email customer journey email. I included four key areas for their Call-to-Action and built out a stylized campaign that matched their brand guidelines.
Additionally, I created a custom-embedded HTML form for capturing names and emails for their landing page. And I shared feedback for optimizing their page with visuals, section headers, and SEO-focused keywords to capture their readers’ attention and lead them to the desired CTA.
The Results
Through a collaborative effort, I was able to implement everything that was sought for this project. As TAP Founder and Executive Director Juvaria Khan recalled, “It’s been incredible to see the response, and the rollout went very smoothly.”
Within the first two weeks of rolling out the lead magnet, I was able to grow their email audience by an additional 294 readers. With a conversion rate of 32%, a total of 614 readers filled out the embedded form and received the customer journey email containing the Clerkship Handbook. Ninety percent opened the email, 80 percent clicked within the email, and not a single reader has unsubscribed.
294
Email Readers Added
32%
Conversion Rate
80%
Email Click Rate
Email Audience Growth Analytics
Email Journey Open & Click Rates Analytics
