don't waste your team's time in sending emails that provide too little, too late
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Don't Waste Your Team's Time In Sending Emails That Provide Too
Little, Too Late!
Rosanna Martinez Amanda Kuldanek
National Instruments
National Instruments Confidential 2
About NI
• Sell engineers and scientists software and hardware
• Target a broad range of industries and applications
• Execute in 60+ countries in 25+ languages
• Corporate develops global direct marketing programs and local offices manage programs specific to their regions.
National Instruments Confidential 3
Agenda
• What has been our traditional approach at NI?
• Which programs have performed best?
• How are we evolving this approach, globally?
• What case studies can you consider?
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Traditional Approach
• One-off emails were 80% of emails sent
• Corporate and US/Canada lines were blurred
• Branch adoption was very low
• Segmentation criteria was dated
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What kinds of emails did we send?
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LabVIEW 2011 Launch• Largest launch of the year
taking 3 months of work
• 95% of branches sent launch emails
• 68% adopted full segmentation strategy
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Tighter criteria improved results
*US/CA data
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LabVIEW Awareness Program Email(Sent within 1 week of interest)
LabVIEW 2011 Launch Email(Sent within 6 months of interest)
0% 5% 10% 15% 20% 25% 30% 35% 40%
Click %Open %
Launches can’t replace year-round nurturing
*US/CA data, based on 72-hour reporting
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What have we learned?
• Timely and relevant emails perform best
• One-off communications have a low global ROI
• Opens and Clicks are not the end-goal
• Need deliberate programs along buying cycle
Awarene
ss
Consideration
Evaluation
Initial Succe
ss
Proficiency/ Loyalt
y
SW Awareness Program
Goal: drive contacts to consider/
evaluate SW
SW Evaluation ProgramGetting-Started
Service Contract Program
Goal: help customers with initial success;
explain services benefits
Training Promo Program(in progress)
Deliberate Nurturing Stream
Customer Success
NI News e-NewsletterGoal: drive contacts to consider/ evaluate SW
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#1 SOFTWARE AWARENESS PIPELINE
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Software Awareness Program• Who: Contacts who create a SW product interest or visit specific
SW web pages in the last week
• What: 5-touch pipeline communicating core SW benefits
• When: 8 weeks
• Where: US/Canada currently
• Why: To drive prospects to download the SW Eval or purchase
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5-touch Awareness Program
Created a LeadVisited key SW pages
2 wks later 2 wks later2 wks later
…Interest Expressed
• 5-minute video on analysis features
• White Paper • LabVIEW Evaluation
2 wks later
…
• White Paper
1 wk later
• 2-minute video on LabVIEW benefits
Program Goal:Use web browsing behavior to pull into nurturing stream and drive to Evaluation Download
Results:30% sustained open rate, 14% clicked thru 1+emails13% converted to a evaluation, quote or purchased
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#2 SOFTWARE EVALUATION PIPELINE
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Software Evaluation Program
• Who: Contacts who go through a SW evaluation form
• What: 7-touch pipeline of resources for learning the SW
• When: Across 35 days to match evaluation period
• Where: US/Canada (pilot), Global roll-out phase 2
• Why: To help prospects determine if NI SW is right for their application
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7-touch Evaluation Program
SW Eval
1 wk later 1 wk later1 wk later
• Tips/Tricks • Tutorial • Feedback Survey
1 wk later
• Webcast
1 Day later
• Getting Started Resources
Program Goal: Design effective pipeline that is timed to the 30-day evaluation period.
Results: 25% sustained open rate, 8% avg. CTR…however, quote conversion is no higher than the 1-touch program currently in place.
1 Day Later 1 wk later
• White Paper • “Buy” push
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#3 SERVICE RENEWAL PROGRAM
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Standard Service Program Renewals
• Who: Customers who purchase a 1-yr SW service contract
• What: 7-touch pipeline with custom content about entitlement usage and quoting.
• When: 1 year
• Where: Americas and Europe (2010), Asia (2012)
• Why: To educate customers on their entitlements and remind to renew to maintain these entitlements.
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7-touch Dynamic Program
Welcome emailOr Renewal email
Soon to expire
60 days Expiration30 days
…Purchase
Expire
• Email notification (with quote)
• Telesales follow up
• Email reminder (with quote)
• Telesales follow up
• Expiration email (with quote)
• Introduce benefits• Encourage to
access
Demonstrate Value with Entitlement Delivery
• Service/SSP key part of launch communications and general product messaging
• /support messaging
90 days
Usage Summary
Soon to expire
…
• Summarize value delivered during contract
180 days
• Service touch point• Remind about
service
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Welcome email
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Expiration email Results: 60% increase in renewal rates
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#4NEWSLETTER CLEAN-UP PROGRAM
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Software Awareness Program• Who: Subscribers to NI News Global who were not showing interest in
newsletter
• What: Clean-Up effort + Re-permissioning effort
• When: 6 months of no activity
• Where: Worldwide
• Why: To make a 1-time clean up + keep subscription list as clean as possible by asking for re-permission.
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Steps to Our Solution• Researched activity patterns over 12 months• Findings:
Open rates had a very slow decline from first edition to later editions, lost interest seemed to be a minor factor.
Nearly all contacts who opened at some point were likely to open again, mostly within 6 months.
A new contact who did not open the first 4 editions had only a 33% chance of ever opening in the future.
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Chance of New Contact Ever Opening
1 2 3 4 5 6 7 8 9 10 110.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
49%
43%
38%
34%31%
29%26%
24%21%
19%17%
After X times Without No Opens
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Key Take-Aways
• Timely and relevant emails perform best
• One-off communications have a low ROI
• Need to manage program along buying cycle
• Opens and Clicks are not the end-goal
Questions?
Rosanna Martinez, National InstrumentsRosanna.martinez@ni.com
Amanda Kuldanek, National InstrumentsAmanda.kuldanek@ni.com
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