MORE Campaign Phase 1
Drive sales pipeline for the company's flagship product Raz-Plus in a pinch. In spring 2023, sales was concerned about new business, and many educators were getting ready to head out for the summer.
Create an email-only campaign with 8 emails highlighting different content available in Raz-Plus:
Building background knowledge
Graphic books/ High-low text sets
Drive the audience right into the solution, bypassing a landing page, with in-product hyperlinks and ungated, downloadable content in each email.
Target lower-tier instructional coach prospects—people who influence the buying process but are also end users.
Email copywriting and editing
Consulting product on key information
Generated 191 trial sign-ups (projected 143)
Kept exploring appetite for content-based campaigns in Phase 2 MORE campaign
Foundation for company-wide brand campaign