About Kris-Tech Wire
Kris-Tech Wire is a leading national manufacturer of insulated copper wire for the solar PV, electrical utility, and industrial markets. Though the organization has a substantial newsletter subscriber list, it had one small email marketing problem – people weren’t engaging. No matter how enticing the articles and updates were, recipients weren’t clicking on the links.
The marketing team sent out monthly status update emails about the supply chain, but their previous email marketing platform provided limited engagement data. They were unclear about what type of information their customers valued in their email campaigns and what content they wanted to see.
Kris-Tech was ready for a change.
Enlivening Email Engagement with Act-On Surveys
While exploring the Act-On platform, Naima Amraan, Marketing Operations Specialist at Kris-Tech, discovered a survey feature that allowed her to embed surveys into marketing emails. After adding a survey question to her supply chain update, she saw immediate results.
“We received 923 responses,” she shared, “and most of them said our monthly email update was very helpful. It became apparent that we needed to focus on the global supply chain rather than solely on the wire and cable space. We quickly expanded our monthly email to include logistics information, raw material pricing, and more – all because our customers wanted it.”
This isn’t something we used to see before. We would just get one click or no clicks at all. Now, Act-On lets us see who respondents are and how they responded. By doing so, we’re creating more personalized customer engagement.”
Benefits of Integrating Act-On + Dynamics CRM
Aiming for Higher Open Rates
Amraan and the Kris-Tech marketing team provided the initial survey results to their sales team, which used the data to personalize customer engagement.
But the company didn’t want to stop there. Buoyed by the survey’s initial success of a 15% open rate, Kris-Tech wanted to see if it could get an even higher open rate using the same survey.
The marketing team used Act-On to send a subsequent email several days after the initial campaign by segmenting it to “people who hadn’t opened the first email.” Amraan appreciated how easy it was to do this with the push of a button. The result was an additional 5-7% increase in the overall open rate, which meant Kris-Tech’s marketing team hit their 20% campaign goal. Amraan now deploys this segmentation feature to all her campaigns, increasing overall email open rate performance.
Using Data to Engage Well
“We never had much engagement with our email campaigns before. When we discovered Act-On surveys, we immediately started getting responses from our customers to see what they care about,” Amraan explained. “At the same time, we were getting the clicks we wanted, so it’s been a win-win.”
In one campaign, Kris-Tech asked how likely its customers were to place same-day pick-up orders. Data like this is critical for the sales team and allows marketing to craft specific messaging for new and emerging customer segments.
Don’t Get Your Wires Crossed, Integrate Natively With Dynamics CRM
For a company like Kris-Tech, transactions don’t usually happen after a single email campaign. Customers range from utilities and the solar energy sector to industrial applications, all of which make major – if infrequent – purchases. Keeping in touch with these types of customers and staying top of mind is important.
Kris-Tech uses Dynamics CRM to ensure its customer profiles stay up to date. Act-On’s native integration with Dynamics CRM allows the company to easily segment lists for various email marketing campaigns. What may be relevant to the electrical distribution market may not be well-received in the pipe and supply market. Those with same-day pick-up needs may be different from those who need a shipping container full of products sent halfway across the world six months from now.
“Easily segmenting lists and aligning them with our CRM data has significantly improved our overall email open rate, a critical marketing KPI for our team,” said Amraan.
Stay Charged and Grow!
In its first year of using Act-On, Kris-Tech has only begun exploring Act-On’s full suite of features. “We’re doing things we couldn’t do before,” Amraan said. “Collecting more data means we can provide a better and more personalized customer experience.”
Kris-Tech has yet to employ dynamic content, automated workflows, and a host of other features to amplify its marketing but plans to dive into them soon. Every step toward optimizing its marketing initiatives allows the company to recognize real value for its sales team, customers, and prospects. The future is rife with opportunity, and Kris-Tech is excited to continue growing with Act-On marketing automation.