Case Study: Nespresso Professional
Before partnering with Action Hero Lead Generation, our attempts at outbound email outreach were frankly disappointing, yielding zero notable results and leaving us questioning the effectiveness of this channel.
However, our experience with Action Hero has completely transformed our perspective. Since beginning our partnership, we have seen an impressive influx of high-quality leads—hundreds, in fact—that have supported expanding our market reach and business growth. The number and caliber of the new opportunities generated has been impressive.
Lisa ArnoldDirector of B2B Marketing at Nestlé Nespresso SA
Introduction
Nespresso Professional, a division dedicated to selling commercial coffee machines to the hospitality and corporate sectors, faced a significant challenge in generating leads through cold outreach. Despite previous attempts with other companies yielding only 1-2 leads per month, our team at Action Hero was tasked with overhauling their approach. Our goal was clear: transform their cold email strategy from ineffective to a powerhouse channel driving substantial business growth.
Initial Challenges and Strategic Shift
Initially, Nespresso was skeptical about the potential of cold emailing, given their prior experience. Drawing from my background as the Director of Marketing at Lemonlight, I presented a mathematically sound projection of realistic Cost Per Lead (CPL) and Customer Acquisition Cost (CAC) based on proven results. This data helped get critical buy-in to trial a revamped approach.
Technical Deep Dive and Market Expansion
Our strategy extended beyond mere email sending. We meticulously crafted every aspect of the outreach process, including server setup, email diversification, advanced IP management, content creation, ratio adjustments, list verification, and continuous monitoring. During our discovery phase, we identified an untapped opportunity in targeting office managers—a demographic known for high engagement rates with our emails. Recognizing the potential, we expanded our outreach to include offices, significantly broadening our market scope.
Early Success and Scaling Up
The initial campaign targeted at office managers was a success, generating dozens of quality leads in the first month alone, far surpassing Nespresso’s expectations. Encouraged by these results, we committed to a more ambitious target of 250 leads per month. To achieve this, we enhanced our infrastructure to increase the volume of daily emails and introduced creative tweaks to improve engagement. However, we knew that just increasing sending wasn’t going to be ewnough. We developed a content strategy grounded in foundational consumer psychology concepts.
Innovative Copywriting and Consumer Psychology
To further enhance our reply rates, we leveraged consumer behavior insights. We revised our email content to imply that recipients already had a dedicated Nespresso representative. This subtle reframing shifted the perception from a generic sales pitch to a personalized service offering, thereby reducing perceived risk and enhancing the value of engaging with us. We saw a 20% lift in reply rates over night.
