Automating Form Submission Follow Ups Based on Personas

Overview

To support a solar-led electrification startup’s efforts in generating early interest for its upcoming product launch, we implemented an email automation strategy using MailChimp. This approach was designed to send personalized email follow-ups to users after they submitted a form on the company's website. Each response was tailored according to the persona group the user identified with, allowing for more relevant and engaging communication. This strategy was key in building out the company’s customer base as they prepared to launch their first test products.

The Problem

As this company was gearing up to introduce their first test products, the company faced a challenge in efficiently managing and engaging the influx of potential customers expressing interest via their website. The existing manual process of following up on form submissions was time-consuming and lacked personalization, leading to less than ideal engagement and conversion rates. We identified a need to streamline this process and ensure that each potential customer received communication that was both quick as well as relevant to their specific needs.

The Solution

We developed customized forms on the website that featured dropdown menus that allowed users to select which persona best described them. This selection triggered MailChimp’s automated journeys, utilizing if/then logic to automatically send persona-specific emails based on the user’s dropdown choice. This ensured that each user received information that was not only timely but also highly relevant to their inquiry.

The Results

The automated system proved highly effective, helping this company gather over 600 relevant contacts within only three months. Each lead was automatically categorized based on their selected persona, enabling them to send finely targeted messages that resonate with each segment.