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Email Marketing: How Microsoft increased product engagement using email

September 15th, 2011
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New products with lots of features can be intimidating. A learning curve has to be overcome before customers can fall in love and recommend the product to a friend. And I can think of few products that are as feature-laden as Microsoft Office 2010.

After teaching about email marketing at ExactTarget’s Connections 2011 on the latest stop of MarketingSherpa’s Email Marketing LEAPS Advanced Practices Workshop, I’ve been soaking in all of the email marketing content presented here. Diana Lawson’s case study really stood out to me because it was a great example of how to use email to enamor customers with a feature-rich product.

The senior product manager at Microsoft presented a case study yesterday describing how her team launched a lifecycle email program to build loyalty among Microsoft Office 2010’s newest customers.

“We need people to get the value of Microsoft Office right away… So there’s no buyer’s remorse, and more a feeling of ‘I am so glad I bought this,'” Lawson says.

The emails deliver targeted how-to content and videos for five months. One of their main goals is to improve relationships with customers by offering helpful content from team leaders behind Office 2010.

Here’s how the lifecycle emails work (results below): Read more…