Driving enquiries with targeted email marketing
Client: Arbor Education
Project: Customer Marketing Email Campaign
Date: May 2024
The Challenge
Arbor Education provides education technology to schools and multi-academy trusts. Over the past 10+ years, they have challenged the MIS (management information system) market leader and now serve 39% of England’s state schools*.
As their market share increases, driving maximum value from their existing customer base becomes more important. In spring 2024, their Customer Marketing Manager left, so they needed to hire a scalable marketing resource to continue running their email programme while they recruited for the vacancy.
The Solution
Arbor’s Lead Product Marketing Manager had planned out 20 email campaigns for the summer term to promote additional features, webinars and training opportunities to their customers. The aim was to drive upsell enquiries into their Account Management team while helping their customers get the most value from Arbor’s MIS.
I reviewed the email briefs together with Arbor’s audience profiles to write engaging and highly-relevant copy for the campaigns. As well as promoting Arbor’s key messages, each email was tailored to the specific challenges and needs of each target audience.
Results
By becoming an expert, scalable extension to their team, I’ve helped Arbor to drive their customer marketing momentum and upsell revenue stream, which they no longer had the resource to deliver.
The project took three and a half working days to complete, and I worked flexibly with the team to fit in an additional urgent campaign at short notice. Although Arbor are unable to share specific stats, their Account Management team have commented on how pleased they are with the number of enquiries they have received since the email activity has started.
"Having worked with Laura before, it was a no-brainer to ask her to come back for this project. Laura is a brilliant writer, a strong commercial thinker, and an extremely talented Marketer. It was a real joy to work with her again - thank you Laura for coming back."
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Harriet Cheng, Head of Marketing at Arbor Education
Contact me to discuss how I can drive enquiries for your business with targeted email copy
* Source: MIS Market Moves, Spring 2024