% Email Open Rate
ATLAS WORKBASE started February 2017 launching in lower Queen Anne above the QFC. ATLAS WORKBASE offers comfortable, quiet and a secure environment that is inclusive to all workers and businesses.
Captured Qualified Prospects
Being a coworking space is all about creating an experience that companies can benefit from being part of a community. ATLAS WORKBASE wanted to develop an engagement plan that strengthens relationships with potential candidates and improve conversion. One of the immediate challenges was determining where candidates fit within the follow up process.
Click Through Rate
ATLAS WORKBASE teamed up with Entreprov to develop a new engagement plan that maps every journey of potential members. We created a way to identify prospects at every stage of the buyer’s cycle. As a result, we’re able to have consistent personalized communication with every person that comes into the space.
One of the major challenges starting this project was the scattered customer information. Atlas had multiple CRM’s capturing contacts that were not consolidated. This meant we had to pick an ideal CRM and transfer all contacts to one CRM.
Next, we optimized all the existing email campaigns. We wanted to analyze the engagement, click-through, and conversion rates. With ActiveCampaign we identified the most engaged contacts. We discovered which coworking visitors were engaging with emails after their visits. Which means contacts that clicked links more than five times were tagged. Any tagged contact could be sent to the sales team as hot leads. Prior to working with our team, Atlas never had time to fully manage this process. Their staff was limited in size so automating this flow proved to be invaluable.
Before working with Entreprov, ATLAS used multiple CRM’s to manage contacts. Some of their challenges were inconsistency with contact information and data loss. This created roadblocks to building long-term customer relationships. Which presents a host of problems with customer engagement and timely follow-ups. Our first priority was cleaning up the contact lists from both CRM’s. We wanted an updated version of all contacts. By having updated contacts in a single place, we can launch an engagement strategy.
The initial analysis of ATLAS WORKBASE email campaign performance revealed opportunities for growth. The open rates for most of the campaigns were high with low engagement and click through rates. Entreprov wanted to uncover the reason behind low engagement rates. We discovered the emails needed more visuals and less text. We rebuilt the emails with a look that was more aligned with their brand.