When it comes to creating a great customer experience with marketing, success will depend not only on the metrics you choose, but also on the marketing effort, itself. We asked our CX for Marketing Guides to share a few of their more successful marketing efforts—things they felt delivered a great customer experience.
Ty Magnin at Appcues takes us to the early days of Appcues sharing how they’ve changed up their homepage efforts to improve CX through focusing their messaging:
When we first launched Appcues, we weren't sure what our most valuable use-case was going to be. People used us for user onboarding; people used us for feature adoption; people used us for in-app feedback forms. Those are all sort of different. At the time, we led our marketing with, "You can do all these things—do it all in-app with Appcues."
“When you hit something with a blunt instrument, you're just not going to sink that deep.”
When you hit something with a blunt instrument, you're just not going to sink that deep. So we wanted to make that message more focused, and we really started to lean into activation and product adoption.
We've changed our home page a million times but at one point we had all these pages for different use-cases — user retention, and user engagement, and feature adoption.
Based on what our customers are really doing with our product, we’ve realized that user onboarding is really the story we want to tell. We've continued to move in that direction, and someday we might come back with a new story focused on one of the other things like feedback forms, but now that we’ve focused, we have a much more tangible solution to offer people today.
Even as Appcues has settled on a specific use-case story for their homepage, Ty shares that his team uses profile data to tailor their welcome email to different job functions. For example, by creating a targeted email for engineers, they get a higher open-rate by that segment of users.
The homepage was an important focus for MailChimp, too. Mark DiCristina shared with us how his team put a lot of thought into how they would use that important, customer-facing space:
We know the login screen on MailChimp.com is valuable real estate, so we started experimenting with how we could use it for product marketing. There was a lot of internal debate about how to implement these changes because people go to that page for one thing only—to log in to MaiChimp.
Putting an additional CTA on the page could be distracting and potentially frustrating for our customers. We tested lots of different iterations until we found one that felt good to everyone, and now it’s an effective way to surface news for people without getting in their way. With our current design, the customer login is clearly highlighted and the advertising is present without creating any confusion.
Beyond the Mailchimp homepage, DiCristina shared that, “We ran an advertising campaign earlier this year that was very different than a traditional campaign. Our goal was to introduce the company to the world and inspire our customers to have the confidence to be themselves, and it went over incredibly well.”
The campaign DiCristina alludes to was a quirky play on MailChimp’s sometimes-misunderstood brand name. It was launched in Atlanta, Chicago, Los Angeles, New York, and San Francisco, and if you live in any of those cities, you likely saw billboards, bus stops, or other outdoor media that made allusion to “MailShrimp,” “FailChips,” or any other number of odd phrases piqued viewer curiosity.
The MailChimp ad campaign was all about generating awareness about their brand. From a CX perspective, MailChimp’s efforts here were explicitly not pushing “MailChimp” yet through having a strong connection to the company’s roots—their playful brand and company culture—they had strong alignment that very clearly generated all kinds of news coverage and acclaim, as a result.
Danny Greer at InVision shared about Design Disruptors, a documentary organized around talking to “Heads of design at companies we love … it wasn’t so much about how they use InVision, but how they think about design. How do they come up with projects? What struggles do they have?”
Danny’s team took that collateral and created a feature-length video, which has been “used to open up a lot of conversations with organizations and companies that want to take a more sophisticated, design-forward approach in their organization.”
This type of marketing content works on multiple levels to create a great customer experience by being both authentic—solving for the kinds of challenges that InVision’s customer’s care about—and also qualifying future customers by selecting for viewers who are likely to find value in InVision’s product, and without pushing the product, itself.
Apart from filming documentaries, Danny shares how they think about delivering a great CX through paying attention to fun details in their weekly newsletter, “We write these clever little call-to-actions on every button that correspond with the post in the email. And it's something that we actually get a lot of feedback on. People really like that. Little things within that kind of experience, I feel like we try to do to make it fun for our customer audience.”
You can see an example of these clever callouts above or take a read through one of their recent newsletters — see if you don’t feel like clicking!