Table of Contents
Objective
Reduce the number of daily emails received by executive-level professionals from Arizent.com, aiming to address engagement attrition caused by email overload.
Challenge
Executive-level professionals were receiving up to nine emails per day across 17 different publications, podcasts, sales teams, webinars, surveys, and events. This resulted in significant engagement attrition. The task was to consolidate these communications without compromising the value provided to recipients.
Approach
Content Consolidation: We consolidated content from various publications and functions into a maximum of two emails per day. This required a strategic prioritization of content based on the recipient’s interests, ensuring the most relevant content was delivered.
Stakeholder Buy-In: Securing buy-in from editorial teams was essential. This involved a year-long effort to demonstrate the benefits of reducing email frequency. Overcoming resistance was key to the success of the project.
Service Provider Transition: Switching email service providers was necessary to achieve better capabilities for combining content and managing email frequency. The transition, while challenging, enabled the successful implementation of the new strategy.
Solutions
- Prioritization: We focused on the most engaging content, reducing the email frequency. For example, if both an event and a podcast were relevant, the email prioritized the content most likely to engage the recipient.
- Tool Selection: Figma was chosen for its annotation capabilities, ensuring consistency across Salesforce Marketing Cloud, Marketo, and Zeta.
Results
- Engagement Improvement: The campaign resulted in an 8% increase in open rates and a substantial reduction in email churn. These changes led to higher engagement with event content, survey responses, webinar registrations, and podcast downloads.
- Revenue Impact: The improved engagement directly contributed to increased revenue, demonstrating the effectiveness of the new email strategy.
Key Learnings
UI/UX and Design: The project underscored the importance of distinguishing between the scientific approach of UI/UX and the artistic elements of graphic design. Each played a critical role in achieving the desired outcomes.
Vendor Selection: The experience highlighted the importance of thoroughly vetting email service providers to ensure they can meet the specific needs of the project.
Recommendations
- A/B Testing: Always validate assumptions with A/B testing, especially when proposing changes to email frequency.
- Content Relevance: Reducing the number of emails while increasing relevance can significantly improve engagement metrics.
Limitations
- Service Provider Constraints: While the transition to a new email service provider presented challenges, it was necessary to achieve the campaign’s objective.
Empowerment Over Dependency
Reducing reliance on external consultants can significantly enhance your team’s efficiency. By aligning skills with technology, Labrador ensures that your team is equipped to handle MarTech independently.
- Skill Alignment: Training programs tailored to your team’s capabilities.
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Workflow Optimization
Hidden inefficiencies in workflows can hinder productivity and growth. Labrador’s process optimization services identify and address these inefficiencies to ensure alignment with your business objective.
- Efficiency Audits: Comprehensive analysis of current workflows.
- Process Improvements: Recommendations to streamline operations.
Data-Driven Insights
Using analytics to optimize customer retention and satisfaction is crucial. Labrador helps you leverage data to gain insights and make informed decisions.
- Customer Analytics: Tools to track and improve customer engagement.
- Retention Strategies: Data-driven approaches to maintain customer loyalty.
System Evaluation and Simplification
Your current platforms may not effectively serve your business needs. Labrador evaluates and simplifies your tech stack to eliminate redundancies and streamline operations.
- Platform Assessment: Evaluating the effectiveness of existing tools.
- Tech Stack Optimization: Recommending and implementing streamlined solutions.
Vendor Neutrality
Unbiased recommendations ensure that you are using technology solutions that truly fit your operational needs. Labrador’s vendor-neutral approach prioritizes your business goals over specific products.
- Objective Advice: Technology solutions based on your unique requirements.
- Aligned Interests: Recommendations focused on your success.
