Client: Lean Focus, a global business consulting firm with a speciality in lean manufacturing.

Target Audience:

• Lean-minded individuals; typically men in their 30s-60s in a C-Suite role, seeking to achieve a better bottom-line.

• Individuals looking for lean-oriented careers.

• Individuals new to lean.

Goal: Create email pillars to sell different aspects of the company towards specifically targeted audiences.

Strategy: Lean Focus has several different types of consumers who don’t necessarily all have the same needs. So, different emails need to be sent to different email audience segments to ensure the highest level of interest, open rates and CTRs.

For example, they have a Talent Solutions practice area which serves as a place where those interested in advancing their career in lean manufacturing can go to for job opportunities with lean companies across the globe. One of the email pillars created was for that specific segment of the Lean Focus target audience and users could sign up for these emails through targeted social media posts that catered towards their interests. They went into an email segment in Mailchimp where only they would receive these opportunities so that it felt exclusive to them.

Other pillars included a quarterly email that was sent to all email subscribers about overall company and industry news, daily emails about lean tips to those looking to better understand Lean, and more.

Outcome: 5 email content pillars.

Tangible Results: Dramatic subscriber growth across all email segments and 40%+ CTRs.