Email Marketing for ERP Solutions
Date
October - 2016
Client
School Gennie, Gurgaon
Client Profile
Industry
Technology (ERP Solutions for Schools)
Company Size
5–10 employees
Target Audience
School administrators, principals, and decision-makers in educational institutions
Geographic Target
India, with a focus on urban and semi-urban schools
Problem Statement
School Gennie, a provider of ERP solutions for schools, faced challenges in effectively communicating its benefits to school decision-makers. Existing marketing efforts were not generating enough leads or engagement. They needed a strategic email marketing solution to educate prospects, generate qualified leads, and drive demo requests.
Business Goals
Increasing awareness about School Gennie’s ERP solution among schools, generating leads for ERP solutions demos, and nurturing prospective clients through targeted email campaigns will help drive sales and growth.
Challenges
Low Awareness
Many schools were unfamiliar with ERP solutions or how they could solve their administrative challenges.
Unqualified Leads
The lack of a targeted approach resulted in low-quality leads that were unlikely to convert.
Engagement Gap
Existing email campaigns were generic, leading to low open and click-through rates.
Long Sales Cycle
Schools typically take time to evaluate ERP solutions, requiring consistent nurturing and follow-ups.
Strategy and Tactics
A comprehensive email marketing strategy was designed and executed to educate, engage, and convert potential clients into leads and demo participants.
Services Provided
Audience Segmentation
The email list was segmented based on school size, location, and decision-maker role. Personalized campaigns were created to address specific challenges faced by different school segments.
Educational Email Campaigns
An email series was designed to educate prospects about the benefits of ERP systems, addressing pain points like fee management, attendance tracking, and report generation. Case studies, testimonials, and infographics were included to build trust and demonstrate effectiveness.
Demo Invitation Emails
An email series was designed to educate prospects about the benefits of ERP solutions systems, addressing pain points like fee management, attendance tracking, and report generation. Case studies, testimonials, and infographics were included to build trust and demonstrate effectiveness.
Lead Nurturing Campaigns
Targeted invitations were sent for live ERP solutions demos, emphasizing features relevant to each segment’s needs. Automated reminders were sent to increase attendance.
Tools and Technologies
Google My Business
To improve local search visibility and attract nearby patients.
WordPress
For creating and optimizing service-specific landing pages.
Google Analytics
To monitor website traffic, track conversions, and understand user behavior.
Convertkit
For designing and automating email marketing campaigns.
Results & Metrics
Increased Open Rates
Email open rates improved from 12% to 25% through targeted subject lines and segmentation.
Higher Engagement
Click-through rates increased by 40%, with a significant rise in demo request clicks.
Lead Generation Growth
Generated 150 qualified leads within three months, up from 80 leads in the previous quarter.
Demo Attendance
Demo participation rates increased by 35% due to automated follow-ups and reminders.
Before & After Comparisons
Metric
Before
After
Open Rate
12%
25%
Click-Through Rate
8%
12%
Monthly Qualified Leads
25
50
Demo Participation Rate
20%
27%
Conclusion
Through a targeted email marketing strategy, School Gennie successfully increased awareness, engagement, and lead generation for their ERP solutions. By educating prospects and nurturing them with valuable content, the company drove more demo requests and established itself as a trusted partner for schools looking to streamline their operations.
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