Increased website traffic by
164% while decreasing cost
per conversion

Kuno Creative assisted Blackline Safety in promoting Barry Moore, VP of Product Development, as a guest speaker on the “Canadian Content” radio show through a series of emails, landing pages and CTAs across the website and social media to help with brand awareness.

Blackline Safety also had a list of contacts from its membership in VPPPA, the Voluntary Protection Programs Participants’ Association Inc., a nonprofit association of cooperative safety and health management systems. It organizes the largest VPP education event of the year, and promotes occupational health and safety. A workflow consisting of three emails was developed to reach these contacts in June, July and August to promote the eBook and attendance and visits to Blackline’s booth at the VPPPA Conference in August, which resulted in 32 new prospects.

Setting up a blog resulted in 117 new blog subscribers in four months, who were then nurtured through monthly newsletters and lead nurturing campaigns. The monthly newsletter was sent out to the contact database to promote the blog content and industry news to continue to nurture contacts and drive traffic to the website. On average, the emails received a 10 to 20 percent click-through rate (CTR).