Email on the Wild Side - Home | MECLABS...Team Leader, Americas Marketing Tennant Company As a Team...
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How an equipment company created emails that changed the culture of its marketing campaigns Email on the Wild Side Chris Hawver John Tackett Team Leader, Americas Marketing Manager of Editorial Content Tennant Company MECLABS
Transcript of Email on the Wild Side - Home | MECLABS...Team Leader, Americas Marketing Tennant Company As a Team...
How an equipment company created emails that changed the culture of its marketing campaigns
Email on the Wild Side
Chris Hawver John TackettTeam Leader, Americas Marketing Manager of Editorial ContentTennant Company MECLABS
Session Speaker
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Chris Hawver
Team Leader, Americas Marketing
Tennant Company
As a Team Leader at Tennant, Chris brings more than 15 years of B2B marketing experience to the table. In this role, he has created best practices for integrated campaigns, share of wallet analysis and indirect sales channel marketing.
Outside of Tennant, Chris is an avid motorcycle enthusiast and co-founder of Road Guardians, a nonprofit organization whose mission is to reduce injuries and fatalities to motorcyclists through first response education.
What is Tennant?
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• Tennant Company – founded in 1870
• Global Manufacturer of cleaning equipment: vacuums, scrubbers, street sweepers
• 3,300 employees, direct sales and distribution partners
• Publicly traded (NYSE: TNC)
Email on the Wild Side
Key challenges
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1. Outmoded B2B marketing practices2. List hygiene3. Segmentation4. Frequency5. Multiple product offerings in every send6. Format7. Calls-to-action8. Integration with other events and
programs
Email on the Wild Side
Key challenges
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1. Outmoded B2B marketing practices2. List Hygiene3. Segmentation4. Frequency5. Multiple product offerings in every send6. Format7. Calls-to-action8. Integration with other events/programs
Focused on products, not solutions(Customer thinking “what’s in it for me?”)
Email on the Wild Side: Appetite for change
New Management + New Products = Drive a New Strategy
New marketing approach
New creative design for emails and product pages
Targeted existing and recent customers
Introduced subject line testing into Tennant’s email marketing
Introduced landing page to capture contact information
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Email on the Wild Side: I Wanna RideNew email design
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Email on the Wild Side: I Wanna RideNew landing page design
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How to transition from newsletter to lead gen1. Test subject lines
2. Include a landing page
3. Capture prospect information
4. Target new companies (vs. only existing customers)
5. Track and report results
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Experiment: Background
Experiment ID: Tennant Subject Line Test Record Location: Tennant Testing Library
Background: Tennant, a global cleaning equipment company.
Objective: To increase email open rates and number of demos scheduled.
Primary Research Question: Which subject line will generate the greatest overall open rate?
Test Design: A/B/C split test
Research
Experiment: Subject line test
Which subject line won?
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A. Meet the NEW Tennant B10 and T12 (Traditional)
B. Wanna Ride? Take the NEW T12 and B10 for aSpin (Non-traditional)
C. Take a Ride on the Wild Side with the new Tennant T12 and B10 (Hybrid)
24% increase in total opensSubject line C (Hybrid) increased open rate by 24.2%
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Experiment: Results
What You Need to Understand: The subject line focused on a mix of product relevance and target audience appeal outperformed the traditional subject line by 24%.
Subject Lines Open RateRelative
Difference
A. Meet the NEW Tennant B10 and T12 (Traditional) 26.6% -
B. Wanna Ride? Take the NEW T12 and B10 for a Spin (Non-traditional) 24.9% -6.5%
C. Take a Ride on the Wild Side with the new Tennant T12 and B10 (Hybrid) 33% 24.2%
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The success of this campaign transformed our marketing.
Email on the Wild Side: Culture change
How our culture transformed
• New and creative ideas to drive future email efforts
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• Focus on customer benefits and advantages
• Offer solutions, not products
• Using email for lead generation
• Integration of email campaigns with other channels
Key Takeaways
Email on the Wild Side: Key takeaways
What did we learn?
1. Push the creative boundaries of your content
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2. Don’t be afraid to have fun with subject lines
3. Know your audience (B2B is ultimately person-to-person)
4. Make your call-to-action clear
Email on the Wild Side: Closing thought
“If you don’t embrace change, then your market will lead you, not vice versa.”
-JCH
Thank You
Chris Hawver
Team Leader, Americas Marketing
Tennant
John Tackett
Manager of Editorial Content
MECLABS
