How I Improved Lead-to-Customer Conversion With a Little TLC
After revamping the Scrum Alliance’s content strategy and launching a successful webinar series, we had over 3k leads that we needed to convert into customers. This email automation, lead nurture program in Hubspot served to provide education and keep our services top of mind so that
The Campaign
In the first email, leads are able to “choose their own adventure” by selecting their area of interest from the following:
- Product Owner Resources
- Scrum Master Resources
- Career Resources
- A quiz to help them determine their rotation new agile role.
Email Examples
Email Nurture Journey
Once they select their interest, leads receive eight email touches filled with curated content and authored by Scrum Alliance trainers and coaches.
Results
Email performance exceeded expectations for this campaign with incredible open and click rates.
- A click rate of 15.56% compared to the industry standard of 7.8%. Source
- An open rate of 52.8% compared to the industry standard of 20%.
This tells us that the information provided in these emails was not only welcomed but enjoyed by our prospective customers.
Conversions
We also noticed that 11% of people enrolled in our lead nurture campaign go on to obtain a certification resulting in a 20% increase in new certifications year-over-year.
Nadia Kouri 