Case Study: How We Boosted Carwiser’s Account Creation by 38% Using Psychological Analysis
Carwiser sought to increase account creations. By analyzing their user funnel at each stage and addressing drop-offs during the offer delivery and account creation stages. Applying psychological principles, we implemented a slight messaging change. This resulted in a 38% increase in account creation, enhancing user engagement and conversion rates.
Case Study: Reinventing the Offer – Cold Outreach for WonderMath
Action Hero has been a game-changing team / resource for our business. They've helped us get in front of the key decision-makers at schools around the country and built a reliable and proven outreach and engagement model that has streamlined our outbound marketing efforts. Highly recommend working with their team.
The Challenge: Initial Cold Outreach Woes
When we first approached cold outreach as a new marketing channel for WonderMath, an online math tutoring program catering to K-12 students, the excitement was palpable. However, our initial campaigns did not yield the results we had hoped for. Despite the careful planning and implementation, the response was underwhelming.
Diagnosing the Problem
Our first step was to inspect the technical aspects of our campaign. Were our emails even reaching the intended recipients? We scrutinized everything from verification failures and open rates to click rates and DMARC reports. Technically, everything checked out perfectly—our messages were getting through, but they were not engaging our audience.
Refining the Targeting Strategy
WonderMath’s primary targets were principals and PTA members of K-12 elementary schools. Given the narrow focus, our options for further targeting were limited. We decided to enhance our data quality by sourcing from the best education-specific databases, ensuring we were reaching the right individuals.
Revolutionizing the Creative Approach
Generally speaking the conventional wisdom in marketing emphasizes the importance of small, iterative tests. Make one small change, run your test, implement the learnings, and repeat. Most of the time, small tests like this don’t produce results with a significant delta between the versions to make any real progress. Thats why I like big tests. For WonderMath, we were getting crickets. I knew we needed a big test. Something bold and transformative. What’s the best place to test? Test your offer.
Our initial offer of “30 days of free tutoring” was not resonating. Drawing inspiration from my previous success with Meet the Masters—a company that sold art curriculums by offering free art assemblies—we decided to pivot drastically. We introduced the concept of a “Virtual Math Night,” a post-COVID adaptation of the in-person events that schools loved. The free math night gave the principals a gift they could share with their teachers and students instead of an ask. It also was almost free for WonderMath to produce and provided an email list after the event.
The Dramatic Pivot: Virtual Math Night
This new approach was a game-changer. It wasn’t just an offer of free tutoring—it was an event, something that principals could proudly host, bringing value to their entire school community. The Virtual Math Night was designed to be engaging, educational, and fun, catering to the communal spirit of schools.
Results: “Bonkers” Success
The results were near instantanious. The day of the revised launch we could see things had changed for the better. We saw our responses 10x over the next few weeks and the campaigns continue to do well as of this writing, nearly a year later.
The big takeaway here, that I feel is often overlooked and under appreciated is the long term value that changing the initial offer will bring to WonderMath over the lifetime of the business. They wen’t from struggling to find any sort of consistent marketing and lead generation to taking dozens of meeting a month. This, seemingly small thing, may prove to be a catalyst for a new phase of business growth for WonderMath.
Transforming Nespresso Professional’s B2B Strategy: A Case Study in Strategic Innovation and Growth
Nespresso Professional struggled with ineffective outbound email outreach until partnering with Action Hero Lead Generation. With our strategic overhaul, including technical adjustments and targeted content, Nespresso saw a dramatic increase in high-quality leads. Effective targeting of office managers and innovative consumer psychology techniques boosted engagement and led to substantial business growth.
8 Hidden Benefits of Cold Email Outreach
Cold email outreach is commonly lauded for its ability to generate leads effectively. However, this method offers a multitude of lesser-known advantages that can significantly boost your marketing strategy and refine your business processes. Here’s a deeper dive into the diverse benefits of cold email campaigns.
#1: Testing and Refining Your Message
One of the standout advantages of cold emailing is its capacity as a testing ground. Most don’t realize how great a channel it is for testing and they don’t realize the power of the testing. I’m not talking, should the button be red or blue testing. I’m talking testing that permanently changes the financial trajectory of a business.
People typically open their email same day. So you’ll start to get usable data almost instantly to understand what’s actually resonating with your ICP. By running split tests with different email content hooks, you can pinpoint what resonates most with your Ideal Customer Profile (ICP). This method is invaluable for understanding which features and benefits trigger the most engagement and positive responses. This not only helps in optimizing your emails but also refines your overall marketing message and can even help you modify your offer.
#2: Targeted Impressions
Unlike broader advertising strategies such as Google search ads or social media campaigns, cold emails allow for pinpoint precision in targeting. With other channels you can do general targeting around interests, job titles, location, but you can’t control exactly who sees your message. With cold email prospecting you can directly reach specific individuals like Steve, the VP of Marketing at your target company. This precision is reminiscent of direct mail tactics, ensuring that your message at least garners attention, as the recipient has to interact with the email, whether to read or discard it. This interaction guarantees, at worst, a subject line impression on the exact target, at best a new client.
#3: Boost in Website Traffic
A well-executed cold email campaign can significantly increase your website traffic. As recipients open your emails, curiosity or interest can lead them to search for your company and visit your website. This increase in traffic typically falls into two categories:
– Organic Traffic: This includes visitors who find your website by using search engines without being directly led there by ads. An effective email might encourage recipients to look up your company, thus boosting your organic visibility.
– Direct Traffic: This refers to visitors who enter your website URL directly into their browser. If your email includes a link to your site, or if it compels them to learn more about your offerings, you’ll see a spike in direct traffic.
#4: Inbound and Sales Process Refinement
Launching a cold email campaign will inevitably lead to an influx of leads, providing a real-time test of your sales and marketing infrastructure. This situation forces you to evaluate the effectiveness of your sales pitches, proposal review, follow-up processes, long term nurture and CRM organization. Essentially, it helps highlight areas of strength and opportunities for improvement within your inbound sales strategy.
#5: Scalability
As your strategy improves and results appear at a small scale scaling up your cold emailing efforts can be done with minimal incremental cost. We look at interaction ratios for our campaigns. If you’re seeing a positive response per 200 emails sent its time to start considering scaling the approach. You can expand your outreach as you refine your message and target new segments with ease.
#6: Feedback and Interaction
Cold emailing can serve as a direct line of communication with potential clients. Unlike a Google Ad, your exact ideal customer will respond directly in a format designed for communication, email. It opens the door to feedback and engagement, allowing you to better understand customer needs and market dynamics. With other ad channels the user is far more limited in their ability to respond and provide feedback.
#7: Cost Effectiveness
Launching a cold email campaign will inevitably lead to an influx of leads, providing a real-time test of your sales and marketing infrastructure. This situation forces you to evaluate the effectiveness of your follow-up processes and sales pitches. Essentially, it helps highlight areas of strength and opportunities for improvement within your inbound sales strategy.
#8: Brand Awareness
Even if a cold email does not result in an immediate sale, it increases brand recognition. With proper deliverability optimization your email will land directly in a primary inbox. By landing in the primary inbox you’re guaranteed a subject line impression. Each email and subject line impression helps to build familiarity, which can be beneficial in long-term brand positioning.
