As many companies out there, one of the main challenges SAM Labs has, as Dylan Hendricks states, “is making sure our audience has a clear understanding of what our products do and the problem that they solve”. Getting the word out and making sure that educators know where they fit into their school day.
SAM Labs' message is greatly based on persona, so it’s important to make sure that the message is the correct one in the email campaigns, and that SAM Labs knows who their audience is, and how responsive these contacts will be.
Maintain a healthy database
“Are we marketing to the best possible people in the database”? Again, as most marketers, Dylan too wants to make sure that the marketing efforts around email marketing are paying off.
Some of their contacts are not valid anymore. There is not cohesive agreement about where these contacts came from in the first place, and in addition to that, some sales reps are afraid to let them go. Exploring the possibility of re-engaging inactive contacts through targeted campaigns might be a viable strategy.
The dormant potential also experienced an interesting trend. There was a clear decrease after the first peak in December, and it was quite normalised until March. SAM Labs reached now an impressive improvement of 420% since September 2022.
Image 1 - Example of an active list using the thalox engagement segments
Image 2 - Segments evolution across the predictions
By removing them from the database, SAM Labs can focus their efforts on the contacts that are more likely to convert or respond positively. This allows them to improve targeting and personalisation, tailoring the messages to the active and engaged audience, which can significantly increase their campaign effectiveness.
Image 3 - Data extract evolution for deletion of contacts
3. Inactive or Indecisive Segment
SAM Labs used the Inactive & Indecisive Segment to run a re-engagement campaign. It was a series of 5 emails sent over 2-1/2 weeks. The main goals with this specific campaign were:
Result
SAM Labs were able to delete around 7000 contacts and identify successful email elements during the A/B testing.
Also, during their campaign, SAM Labs were able to decrease the inactive & indecisive segment by 6,6%, and increase the high engagement segment and dormant potential segment by 18,5% and 128%, respectively.
Image 4 - Result of reengagement campaign on the inactive & indecisive segment
Another challenge already mentioned before, is that SAM Labs doesn't always know the original source of their older contacts. Thalox also provides a very comprehensive data insight table where they can see the fill rate of their properties. SAM Labs can use their first ever touchpoint to fill in that missing value.
Another thing is sending high engaged leads to sales, based on an actionable behaviour: request a free trial; pricing or a demo. Usually they nurture them up to that point. SAM Labs has a MQL list with contacts that haven't done anything actionable yet. There is a huge opportunity to filter the high engagers out of that and nurture them up until they are ready for a sales outreach.
In their next campaigns, we want to see a significant improvement reflected in the click through rate, as we've seen with other customers.
SAM Labs is a great proof of our dedication in making our customers successful. We look forward to continue helping SAM Labs exceed their goals and drive extraordinary outcomes with thalox.
SAM Labs is reshaping K-8 education and revolutionising the approach to computational thinking and other crucial 21st-century skills acquisition among students through their STEAM and coding educational resources. These resources, which have been developed by educators and refined through extensive research, aim to provide high-quality, interactive, and scalable educational experiences to all students and educators.
SAM Labs offers user-friendly online coding and creator environments that effectively engage learners of all ages and proficiency levels. SAM Labs equips teachers with easy-to-use curriculum and lesson plans, empowering them to incorporate STEAM education and coding into various educational settings such as classrooms, STEAM/innovation labs, maker spaces, and after-school programs in innovative and captivating ways.
Industry: Education
Company size: Medium-sized with 33 employees
Location: Boston, Massachusetts
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