Email Automation Strategy & Copywriting
Client: Galileo (now Kubrio) an early stage EdTech startup
Context: They had no email marketing set up and needed communication, automations and funnels mapped out to better serve leads & users
Solution: I chose Convertkit's CMS to manage their emails, set up automations for different targets, created lead magnet funnels & established a newsletter
Tools Used: Convertkit CMS, Google Docs & Sheets, Whimsical, Typeform
I advised the founders that we should invest some time into research as they were lacking data on their users. There were a number of questions that came up: Why did they choose this solution? Were there any obstacles to joining us?
As with any copywriting project I began with a deep dive into the voice of customer data. I need to understand what makes each persona tick to plan and write targeted copy that they would be able to connect with.
Aaaand to get that voice of customer I had to engage with them directly through surveys and interviews. I sent out a survey with the option to continue chatting in an interview and found plenty of narrative gold in the responses.
In total I conducted around 8 hours of interviews and analyzed 51 survey respondents' fears, obstacles and hopes for their child's education.
I decided to use Convertkit to make use of automations that could target specific segments of our audience. Our main focus was prospective parents who subscribed to our updates (but we also engaged with educators). Using Whimsical I created a strategy to engage new sign ups on our website which I then implemented in Convertkit, learning as I moved through the process.
I wrote the emails with guidance from Copyschool's tried and true techniques. The plan was to take our new prospects from solution aware to most aware with high intent through a series of nurturing emails featuring common problems they face, case studies, and potential outcomes if they used our solution.
I shaped the brand voice as I built email marketing into the bedrock of our marketing approach. Galileo is positive, friendly, optimistic - and confident this is the best solution to ensure your child's current and future happiness.
Next: Bringing in Leads
I guided the writer and designer on my team to create a small ebook with samples from our course for parents. This lead magnet boosted subscriber signups by 40% and enticed readers to sign up in our platform to get the full course for free.
I designed the lead magnet forms in Convertkit and created a new funnel for subscribers with the goal to get them into our platform. Once they were in we could encourage them to enroll their children, follow up with sales calls, and send timed reminders to finish steps in their application.
One of the emails I wrote for new subscribers
How it Started
Click images to enlarge
Finally: Setting up the Newsletter
When I arrived the 'newsletter' was just that: news from the school that would have been better targeted to parents already enrolled. I revamped it with two different types of emails.
1. A Monday digest for enrolled parents that summed up the upcoming dates and events to watch out for
2. A Wednesday newsletter that engaged our leads through targeted content with the goal to build community, trust, and a narrative for alternative schooling that aligned with our brand
We started getting plenty of replies from people loving the content and supporting our mission to change the world through education wholeheartedly. The sense of community was building.