Introduction
A leading language services agency already had a well-established contact database, but many of their clients had gone quiet. Without consistent outreach, the company risked losing engagement with customers who once relied on their on-demand services. In addition, they wanted to build awareness around a new technology offering and convert long-time prospects into active buyers.
The company partnered with Kuno Creative to develop a more consistent digital presence using email marketing and content campaigns. With a typical customer capable of spending thousands in annual revenue, even small improvements in re-engagement could result in significant impact on the bottom line.
The Challenge
Although the company had a large contact list, it did not regularly engage inactive clients . They needed a better way to re-establish relationships and encourage repeat business. Simultaneously, the company wanted to raise awareness of a new technology offering and turn long-considered prospects into active customers.
The Partnership
Content Strategy Development
A Kuno Creative brand journalist interviewed internal stakeholders and conducted research to build a strategic content plan. This included weekly blog posts, a downloadable guide promoting their new technology and a series of emails designed to re-engage the contact database.
Email Marketing Campaign
Kuno created and deployed a series of three emails using HubSpot’s marketing automation tools. The emails introduced the new offering, provided value-driven messaging and included calls-to-action inviting users to request demos and consultations.
Email marketing efforts were synchronized with regularly published blog content to reinforce messaging and drive continued interest.
Key Wins
The campaign performed well above industry benchmarks, delivering measurable engagement and conversions:
- 32% open rate on the first email
- 8.6% clickthrough rate
- 125 demo requests as a direct result of the email campaign
- 347 visits to the Contact Us page
- 54 consultation requests
- 7 new customers acquired through the campaign
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