After discovering that 85% of free evaluations were barely explored, I led a campaign to increase engagement through targeted, automated nurture streams tailored to each title.
What I Did
When a manager pointed out that most users never truly explored their evaluation copy, I analyzed usage data from 2023 and found that 85% were opened once—or not at all. This insight kicked off a full-funnel engagement initiative.
I collaborated with the marketing and product teams to build a title-specific nurture series that triggered automatically and highlighted:
- Engaging, high-impact features
- Common objections (and answers)
- Clear setup and usage instructions
We began with our highest-selling titles and, over two years, expanded to nearly the entire catalog.
Why It Mattered
The campaign more than doubled evaluation engagement year over year, increasing the share of users who opened their evaluation more than once from 15% to 28%. This also gave Sales better visibility into who was likely to convert and influenced a number of closed-won opportunities. Our approach became a repeatable model for future title launches and continues to evolve based on email performance data.
What I Learned
This project reminded me that valuable insights often start with a simple question – the data was there, but hadn’t been explored. I also learned how much more effective title-specific messaging can be compared to generic nurture content. And while automation helps scale outreach, it still requires regular tuning: we now revisit open and click rates regularly to refine subject lines, timing, and calls to action.
