How Agilent Leveraged Motiva’s Message Testing, Send Time AI and Frequency Management to Increase Engagement by 58%
Company
Agilent Technologies, Inc is an analytical instrumentation development and manufacturing company headquartered in Santa Clara, CA, with offices and facilities in the United States, China, Japan, Singapore, Germany, Denmark, Italy, Australia, India and more. It was spun off from Hewlett-Packard in 1999 with a record-setting (at the time) IPO of $2.1 billion. Revenue for 2021 came in at $6.3 billion.
Challenge
As a global organization, Agilent has many teams across the world marketing to a wide variety of audiences and often to the same contacts. The Marketing Ops team needed a solution that could reliably increase engagement rates in different contexts and also help them effectively govern a high volume of email communication to prevent any compliance issues.
Solution
Craig and Gabby pulled out all the stops, and used a variety of Motiva automations to get the best results.
They started by analyzing previous sends with Motiva’s Frequency Intelligence report to determine the optimal send volume for different audiences. This report showed them exactly how many emails they can send without seeing a spike in unsubscribes, known as contact fatigue. Using Frequency Management, they set frequency limits for specific segments and priority levels for different types of campaigns which allowed them to automatically protect again over emailing their contacts.
Then they encouraged their teams to use our automated Message Testing on open rate variables to determine what kind of content generated the highest level of engagement. They knew that they could take risks with messaging, since Motiva’s MT would automatically stop sending any messages with lower performance numbers.
Once they knew what their audience segments were looking for in their messaging, they could use Motiva’s Send Time AI to ensure that the right messages were landing in their audience’s inbox when each contact was most likely to engage.
Impact
The results were impressive! Agilent’s Send Time AI campaigns saw an average of 58% improvement in Unique Open Rates and a 9% improvement in Unique Clickthrough Rates.
For their Message Testing experiments, it was even better: 75% increase in UOR and 15% in UCTR.
Expansion
To expand on their successes, Craig and Gabby plan to focus on Message Testing to further improve UCTR. They have experiments in the works that will test specific aspects of their content, such as body copy, imagery, and CTAs.
We look forward to hearing all about their wins!
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