Our client is a multinational corporation, leader in 3D Design and Engineering Softwares.
They are organized as follow: the corporate team owns the emailing tool and develops new features based on needs. They provide guidelines and best practices as well for the local teams.
With presence in several countries and thousands of employees worldwide, team collaboration and integration can be very challenging.
The global team was struggling to have the different regions and brands follow their best practices in terms of emailing campaigns (campaign setup, naming convention, email content, etc.).
The challenges for the client were: lack of centralized guideline or reference, a high number of contributors not well-trained for marketing automation software/ not tech-savvy, a setup affecting lead routing that is seldom understood and technical elements needed to personalize user experience.
The call center had to abandon some leads because the purpose of the campaign was not stated
Emails weren’t optimized for user experience: text too long, too many Call to Actions, inconsistent branding, blurred or heavy image
The features in the marketing automation software Adobe Campaign were not maximized for the best results (target recipients not specific enough, sending time not adapted to the recipient’s time zone, etc.)