The MoxiPresent tool was very effective and would lead to an exceptional increase in per-agent productivity if adopted by the network, however, the original launch did not go as planned and many agents still were not using the tool. The Anywhere brand (C21’s parent company) worked with NM+U to devise an email campaign strategy designed to identify and them message against the pain points of different agents along their MoxiPresent journey.
Century 21 Real Estate
Moxi Works Adoption – Email Campaign
The parent company of Century 21 real estate had recently made a very large investment in a tool called MoxiWorks, which acts as a hub for many of the things an agent needs in order to be successful.
Challenge
Solution
By identifying the internal audience types based on their state of usage, then identifying the pain points and benefits at each stage, NM+U was able to craft a hyper-focused automation series that was designed to nugdge them along their journey. To stand out from the noise that agents are known to have in their inboxes, NM+U created a sub-brand “Level Up” help it stand out, then focused on very clear CTA structures to invite clicks (and usage of the tool.)
MoxiPresent Awareness Stage
Purpose
- Drive awareness of the great value of the MoxiPresent tool.
- Address Agent challenges in order to prove MoxiPresent’s value in solving these problems
Campaign Details
Five emails (with second sends for non-openers) deployed and run throughout the last few days of September—specifically to focus on the 1st funnel stage (Awareness) for MoxiPresent.
Audience
- C21 agents who may not be aware of MoxiPresent—segemented by those who have not logged into MoxiWorks OR logged in, but haven’t created a MoxiPresent presentation
- 30,000 agents targeted in this segment
Measurement
- Measure awareness of MoxiPresent by the percentage and volume of the segmented audience who open the emails
MoxiPresent Consideration Stage
Purpose
Drive consideration of the MoxiPresent tool with the goal of them exploring the product
Campaign Details
Series of three emails demonstrating ways to maximize the MoxiPresent tool and encouraging them to take action and start creating more presentations using the tool.
Audience
- Segment C21 Agents who have created at least one presentation in the last 12 months
- 13,175 agents targeted in this segment
- 1100 of those agents moved from the Awareness stage via the campiagn
Measurement
Measure engagement of MoxiP:resent by the percentage and volume of the segmented audience who clicked into the product from the email.
MoxiPresent Adoption Stage
Purpose
Drive consideration of the MoxiPresent tool with the goal of them exploring the product
Campaign Details
Series of three emails demonstrating ways to maximize the MoxiPresent tool and encouraging them to take action and start creating more presentations using the tool.
Audience
- Segment C21 Agents who have created at least one presentation in the last 12 months.
- 3,045 agents targeted in this segment
- 723 of those agents moved from the Consideration stage via the campaign
Measurement
Measure engagement of MoxiPresent by the percentage and volume of the segment audience who clicked into the product from the email.
MoxiPresent Retention & Adoption Stage
Purpose
Drive retention and advocacy of the MoxiPresent tool with the goal of them exploring the product.
Campaign Details
Series of four emails, the first two demonstrating ways to maximize the MoxiPresent tool and encouraging them to take action and start creating more presentations using the tool. The latter two focused on gathering testimonials.
Audience
- Segment C21 Agents who have created 12 or more presentations in the last 12 months
- 11,396 agents targeted in this segment
- 112 of those agents moved from the Adoption stage via the campaign
Measurement
Measure engagement of MoxiPresent by the percentage and volume of the segmented audience who clicked into the product from the email.
EOY 2023 Data (5 months since beginning)
25,391
agents (55%) have engaged with teh content (opened 1+ emails)
19,750
agents (43%) have come back to engage in the program more than once
13,776
agents (30%) have engaged in every single email from the program
3,619
total presentations made from email openers in the program