eNurturing Registrations into Paying Customers with E-mail
How could MyNeighborhoodAgent.com get newly registered agents to actively use their service?
Background
MyNeighborhoodAgent.com (MNA) provides marketing services to real estate agents. Through its Web-based environment, MNA makes it easy for agents to create, print and deliver professional quality marketing collateral at a fraction of the time and cost they experience using traditional printing methods.
The Challenge
Getting agents to register on the MNA site was easy. Getting them to take the next step of actually using the service was the challenge.
The Solution
CRM Group developed and implemented an e-mail based eNurture campaign designed to drive activation among the new registrants by reinforcing the unique value propositions that motivated the agents to register in the first place as well as providing incentives as needed to encourage them to place their initial orders.
Step One: Communication Stream Evaluation
As the first step CRM Group looked at the current communication stream that new registrants received and learned that it was limited to a generic welcome e-mail followed by monthly newsletters.
Step Two: Data Analysis
The next step was to engage in a data mining exercise aimed at gaining an understanding of how/when a typical registration converted into a paying customer.
Step Three: Revamping the Customer Contact Strategy
Based on the knowledge gained, CRM Group developed a new customer contact strategy that took a much more proactive approach to driving activation among the new registrants. The generic welcome e-mail was replaced by a series of four e-mails that were sent over the course of 28 days. These new e-mails leveraged the high-quality design that MNA's collateral features, the key benefits that agents using the service enjoy and specific calls to action to encourage use of the service.
The Results
After the implementation of the new customer contact strategy, MNA saw a 24% increase in the percentage of new accounts that actually became paying customers.
Performance Feedback
MyNeighborhoodAgent.com's Executive Vice President, Pat LaMear said, "Thanks to CRM Group's work, instead of waiting for new customers to start using our service we began a program that proactively encouraged them to activate their accounts and it has made a noticeable difference to both, our revenues and cash flow."
Let us show you how an eNurture campaign can benefit your business. Call us at 425.827.7526 or write to info@crmgroupusa.com to learn more.
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