How Trimble Used Multi-Language Newsletters to Increase App and Content Downloads by 150%
Trimble was founded in 1978. They provide software, hardware, and services that digitize and transform the agriculture, construction, geospatial, transportation industries, and more. They are headquartered in Sunnyvale, California with 35 offices around the world. Trimble currently sends 8 newsletters in 6 different languages
Using Multi-Language Newsletter Content to Boost Referrals and Renewals
Trimble delivers products and services that connect the physical and digital worlds. The company offers software, hardware, and services that digitize industries such as agriculture, construction, geospatial, and transportation.
As Trimble’s Customer Success Marketing Manager, Jaap Groen is responsible for engaging customers – namely engineers who work for construction and engineering firms. This audience is notoriously hard to connect with, as they are loyal to their current vendors and processes.
Jaap uses content to build relationships with these customers, educate them about what’s happening in their industry, and introduce them to new products. His top goals include driving traffic to Trimble’s website and increasing the number of marketing qualified leads that download premium content.
For Jaap, email plays a large role in boosting renewals and referrals. He sends out two weekly multi-language newsletters in both Dutch and English. The newsletter for Trimble’s Constructible hub shares best practices and content in construction. The technical hub newsletter includes information on products that engineers may find useful in their projects. Jaap also sends out monthly newsletters and some stand-alone emails.
“Email is a super important channel for nurturing customers, providing them with technical content, and introducing them to new apps,” said Jaap. “In fact, our emails drive the bulk of our website downloads.”
"At first, I was creating each multi-language newsletter manually in our marketing automation software, we didn't have a way to automate email creation." Jaap spent a lot of time formatting newsletter templates and photos every week. He also had to troubleshoot emails that were written in foreign languages, as they often didn’t render properly.
With all of these inconveniences, it took Jaap a full day just to send out a single newsletter.
“Although we knew that email is a powerful tool to engage customers, I wasn’t sending them out frequently enough,” said Jaap. “The process was too time-consuming.”
Reducing Email Newsletter Creation Time
“FeedOtter was the only tool I found that would solve my multi-language newsletter headaches and integrate with our existing marketing automation software,” said Jaap. “I told my manager about FeedOtter, and we started to use it the same week.”
Jaap uses FeedOtter to send out content from Trimble’s engineering and construction hub – Constructible - as well as automate other weekly and monthly newsletters. FeedOtter's built-in email templates make it easy for him to create newsletters without the need for custom formatting or coding.
FeedOtter also makes it easy for Trimble to send out multi-language newsletters in four languages and engage its global customers. Since FeedOtter’s interface is so streamlined, Trimble can publish beautiful emails in a variety of languages. The Trimble team doesn’t need to spend countless hours coding to make their multi-language newsletter emails look and function properly.
"Since we started using FeedOtter in 2016 we are saving so much time that we can now focus on improving our newsletters’ quality – as opposed to just trying to get one published,” said Jaap. “Since we no longer need to format templates and create custom code, we can think about what we want to say in each newsletter and ensure that we reach the right people in the right language.”
Some key results for Trimble include:
Email newsletter creation time decreasing from eight hours to only one hour per multi-language newsletter
Monthly website traffic from their emails has doubled
The number of app and content downloads has increased by 150%
10% of Trimble's overall website traffic is now coming from newsletter emails
“FeedOtter is set-it-and-forget-it, I don’t need to build emails from scratch, copy and paste items, or do custom coding. I trust that our emails work and I’m proud of how they look.”
Jaap Groen, Customer Success Marketing Manager
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