Email strategy increased direct engagement with audience for Agon Systems

Challenge

Our retail security tech client  Agon Systems  was seeking a solution to make content more relevant to its audience and increase opportunities to pitch and trial products with prospects. In response, PRG put in place a strategy that not only leveraged customer data but also personalised a touchpoint Agon had not fully explored before. Email.

Solution

The first step was to review customer data Agon had captured through website forms, referrals and previous conversations with prospects. This review identified a need to split data into sets to ensure the email content and messaging were relevant and personalised to each individual set.   

Once data sets had been determined, they were placed into PRG’s CRM system. Copy for the emails was then drafted, templates were designed and built, and the campaign was scheduled in the system to go out to the target audience each week. 

The data sets included warm and cold leads, with an initial email to re-engage leads that had communicated with Agon in the past and new leads that had not been contacted since their data had been captured.

The second stage of the email campaign consisted of a series of 12 emails, sent to both warm and cold leads at a frequency of one per week, with the aim to bring them into the pitch and sales funnel. To maximise engagement further, each of the 12 emails focused on a different offering.

Across the first phase of the campaign, pain points and market challenges were addressed, followed by products and services, with case study and proof-of-concept emails to round off the campaign.

The approach was to encourage prospects to reach out to Agon for more information, and from there, continue the conversation into a demonstration or trial of Agon’s products.

Result

Performance data and analytics were monitored across the campaign to identify areas that could be tweaked to increase engagement further. This included resending emails that had not been opened to maximise potential and reviewing copy and CTAs if engagement was low. Results to date have been promising with an average open rate of 22.3% and an average click rate of 3.2%. Overall, the email campaign has personalised the Agon experience for their audience, increased brand awareness and their authority in the retail security sector.