How eShare delivered a 660% ROI using social media & targeting the 61+ demo!

1. Green
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www.eshare.us | 800.593.1915 | 13785 Walsingham Road | Largo, FL 33772
Integrating eShare’s technology into their existing email marketing strategy proved to
not only be beneficial to Life Line Screening, but provided them with valuable data for
future marketing. Their ROI rate was higher than they had ever experienced.
The Company:
Life Line Screening is the leading provider of community-based preventive health screen-
ings in the United States. They currently utilize email and direct mail campaigns to engage
their customers, however with no means to capitalize on their current customers and grow
their database, eShare’s technology provided them the solution to establish a referral pro-
gram by integrating viral sharing into their current marketing campaigns.
The Campaign Objectives:
The primary objective of this campaign was to increase redemptions through a referral
campaign by leveraging the influence of their current customers. They also sought to build
a database of new consumers for future marketing efforts.
In an effort to identify what type of offer and incentive would work best with their service
and consumer base, Life Line Screening conducted three medium-scale campaigns of
40,000 each. Life Line Screening predetermined that the campaign receiving the greatest
response would serve as the starting point for a future large-scale eShare campaign to their
entire customer database.
In the three offers executed, eShare’s technology was integrated through the use of a
PURL, a personalized URL. The most successful of their campaigns was an offer to receive
$20 off a stroke risk test, which obtained an unbelievable 660% ROI.
This email campaign gained exposure and increased response due to eShare’s Viral Peer
Sharing™. An outstanding 7% of respondents were consumers that had received the of-
fer through eShare’s share capabilities from a friend or family member. Having the ability
to boost their email marketing with these tools was not only impressive, but their ability to
grow their database, increase redemptions, and identify the influencers in their campaigns
equipped Life Line with strategic data for effective future marketing. Life Line’s ability to
watch their results in real time on eShare’s Analytics Dashboard was “fascinating” to their
staff as well.
Target Market:
Consumers age 61 - 100 proved to be Life Line Screening’s strongest customer base. This
age group accounted for 50% of the total respondents. The second largest demographic
identified was the 41 - 60 age group. Life Line Screening was able to retain the information
on all consumers who showed an interest in health screenings. These new consumers can
and will be used in future marketing campaigns.
Of the respondents who shared the offer through social networks 88% choose to share
through email. This campaign highlighted the truth that older generations are connected
through the Internet and have a presence on social networks! Their response dispelled
misconceptions that social sharing is reserved for younger demographics only.
Overall:
Life Line Screening was able to expand their customer database, increase redemptions,
and attain a 660% ROI in this single campaign. The eShare technology brought a new level
of opportunity, potential and ultimately success to Life Line Screening’s traditional email
campaign through the integration of social sharing and identifying their influencers.
Case Study: Life Line Screening