Nurture Campaigns for Qwick
Qwick is a hospitality staffing marketplace that matches freelancers to on-demand shifts. The following examples feature campaigns from both sides of the marketplace and include a business partner onboarding series and personalized end-of-the-year wrap-up newsletters.
Business Partner Onboarding Series
After implementing a marketing automation platform for the B2B side of our marketplace, I developed and launched a new onboarding series for business partners. Using engagement data from other content sources, anecdotal feedback from our sales team, and A/B testing, we achieved engagement rates that were 4x the industry average. Additionally, the series reduced the average hands-on training time required of our account managers before a business posted its first shift.
Year-in-Review Newsletters
In partnership with the content and field marketing teams at Qwick, I launched quarterly newsletters for business partners and freelancers with two goals in mind:
Provide additional value to our users
Re-engage inactive users
Our end-of-year wrap-up newsletters, shown here, featured dynamic content summarizing the successes of each recipient’s year with Qwick. Business partners received a calculation of saved hiring costs by using Qwick to staff their shifts, and freelancers saw their total earnings for the year.
For companies and freelancers who did not complete shifts before the end of the year, we included fallback data which summarized all business partner or freelancer savings and earnings, respectively, for social proof of what their experience might look like if they engaged with the platform.
The personalized newsletters resulted in 4x our average engagement rate from freelancers and double the typical engagement for business partners.
Credit:
Design: Amy Noonan
Content: Nikki Gensmer, Lisa Ma, Molly Moroney, Leah Tsonis
Email build and data analysis: Elyssa Dull
Notes:
These images are a cropped version of the newsletter. For the full versions, check out the freelancer newsletter and business partner newsletter.
Dynamic statistics in screenshots are placeholders used to hide personal data.