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Hewitt Learning's
Flow Fix Experience
How Their VIP Week Brought Better Segmentation and Conversions to Their Automated Emails
Hewitt Learning is an established non-profit helping educators (including homeschoolers) delight children with innovative curricula and personalized testing.
Meet Hewitt Learning
But as they've grown in popularity, the Hewitt
Team realized they needed some additional support. Especially with email marketing.
Kristin Lehman, Director at Hewitt Learning
"Setting up our email marketing, especially our automated email flows, is a task that had been languishing on our to-do list for years."
"Setting up our email marketing, especially automated email flows, is a task that had been languishing on our to-do list for years."
Kristin Lehman
Director at Hewitt Learning
The Flow Fix VIP Week Process
Kristin quickly recognized the value automated emails could bring to her company. So she happily signed on as one of the first to experience the Flow Fix VIP Week.
After a quick call to establish business goals, Kristin was emailed a questionnaire to help the Crowe Copywriting team learn all about Hewitt Learning's brand voice and preferences.
"Ashley initiated our engagement with a well-crafted questionnaire, which stimulated deep and strategic thought around our brand voice and marketing approaches. This was instrumental in refining our ideas in preparation for our upcoming VIP week."
the questionnaire is detailed for a reason --
We Want You To Be Able To Kick Back And Relax While We Create Your 3 New Email Flows!
Creating the Email Flows
After chatting and reviewing the questionnaire, we all agreed that Hewitt Learning needed a Welcome flow, a new Abandoned Cart flow to drive better conversions, and a Post-Purchase flow.
now it was time for us to get to work.
We started by outlining each flow. This is the time for strategy and analyzing the customer journey.
After the strategy outlines are complete, we write each new email. Our team doesn't use templates --
every business is too different for one-size-fits-all flows.
But we do follow email best practices and love to incorporate our favorite tips and tricks.
This means our outlines include plenty of opportunities to segment and personalize.
In Hewitt Learning's case, people come to their email list for a variety of services. And they wanted to be able to personalize future communications based on each subscriber's primary interest.
This segmentation was the driver behind their Welcome flow -- gathering more info about each subscriber so they're given exactly what they're looking for.
"Ashley crafted several automatic journeys for us, showcasing a level of expertise and understanding that truly set her apart. Not only were these strategic plans thoughtful and effective, but they were also presented in a manner that made it effortless for us to review and provide feedback."
A Look at the Numbers
they only had an Abandoned cart flow before.
comparing their past abandoned cart flow to their new one...
- Opens increased from 43% to 53%
- Click rates increased from 4.6% to 8.3%
And they earned 2.3x the revenue over their previous quarterly average comparing only their Abandoned Cart.
Even better, when looking at the performance of all 3 flows, Hewitt Learning was able to
11x the overall email-attributed revenue in one quarter
compared to their previous quarterly average revenue.
"The relief of finally having this task taken care of cannot be overstated."
"Ashley not only addressed the task but exceeded our expectations in the execution, demonstrating an exceptional level of professionalism and skill.
Her keen understanding of our voice and mission was evident in all her deliverables. She astutely captured our essence, ensuring that our messaging stayed true and articulated our intentions precisely as we wanted.
She even proactively stepped in to troubleshoot the connection issues we faced, reflecting her problem-solving prowess and commitment to ensuring smooth processes.
To say that Ashley went above and beyond would be an understatement. Her dedication, expertise, and exceptional service have made a significant difference in our marketing strategies. We cannot recommend Ashley's services highly enough. She has been an invaluable asset, and we look forward to future opportunities to work together."
