Before I joined MPS, their email strategy was to buy cold email lists, and send unbranded cold emails that were often marked as spam. I immediately implemented a segmentation strategy to divide those lists and target specific segments in a campaign funnel. We started the first few weeks by sending out introductory emails to show people who we are, with CTA’s to fill out an RFI form or subscribe to our newsletter. This was developed to further segment the list between those who engaged or ‘opted-in’ and sift out the others who unsubscribed or never engaged.

From there we implemented nurture campaigns that send monthly newsletter updates to our subscription lists, and evergreen content to those who interacted with our email (i.e. open/clicked through) to keep them interested. The CTA’s often prompt them to fill out an RFI form, read an article, watch a video, or learn more about our products.

Our overall email goals are to increase lead generation, improve the open/click-through rate, educate, increase subscribers, and build brand awareness. The email platform MPS uses is Pardot which is integrated with our SalesForce account.

Some examples of email templates we’ve build are below: