Case Study: Prezi Maps Out Its Email Marketing
Once upon a time, there was a visual storytelling software company that had trouble telling its own tale to users. Prezi was growing so much that the tool — named for its native Hungarian word for “presentation” — had 75 million users globally who loved its map-like view far more than other platforms’ slides.
Challenge: Onboarding during customer acquisition
Solution: Personalized emails and onboarding content
- 30% increase vs. control in product activation via onboarding content
Prezi’s leaders already planned to get information to new users via email, but had trouble scaling the communications as fast as the company was growing, according to Bonnie Coombs, email marketing manager at Prezi. So, she says, Prezi hired Selligent in November 2015 to help the company properly onboard customers, segment them so they would receive relevant content, and create content that answered their questions.
While investigating what content to create when the program started in January 2016, Prezi and Selligent found that users who couldn’t find answers to their questions were Googling them. The top five queries were:
- “How to rename your prezi”
- “How to save your prezi to a usb drive”
- “How to add voiceovers to a prezi”
- “How to save a prezi”
- “How to email prezi”
That information helped Prezi create in-platform answers to the questions, which helped increase renewal rates because engaged users were more likely to stay.
With 35 different emails based on users’ license types and payment statuses, each user saw seven or eight relevant emails.
While Prezi lived happily after implementing the program with Selligent, it wasn’t the end.
“We plan to continue optimizing our onboarding experience with additional personalization and microtargeting,” Coombs says. “Additionally, we have plans to automate additional email triggers that will take into account not only a user’s segmentation, but also their behavior in the Prezi product. Finally, we will leverage Selligent to create more microtargeted versions of our larger marketing campaigns to increase email engagement and relevance to Prezi’s customers.”