Earth Class Mail: New Leadership, New Focus on Consumer Feedback

CASE STUDY

“The first thing any new CEO or director of marketing should do is create a survey of relevant questions and eliminate the assumptions they might have.”  


-Matthew Goldman

Director of Marketing


From Operational Insights to Lead Generation 


Once the power of consumer insights had been uncovered, the company leaned even further into listening to their customers. 


“Seeing that 90% response rate and realizing we had a really engaged customer base led us to explore what else we could do with Qualaroo to gain strategic insights,” Goldman said. 


After analyzing bounce and exit rates, Earth Class Mail implemented a short survey on their pricing page in order to uncover why people were leaving their site. The survey revealed that almost 70% of visitors left the pricing page because the cost was too high.


The Earth Class Mail team saw two interpretations for this data. The first was that some of the respondents were individuals and found the plan cost prohibitive. This would mean that some of Earth Class Mail’s targeting was still pulling in singular consumers instead of businesses. 


But the other possibility was that some of the businesses were seasonal, requiring assistance with digitizing their physical mail for only a portion of the year. While a yearly commitment was too expensive and unnecessary for their use case, these companies were prime prospects for a custom plan. 


“Being able to get contact information in a survey question allowed us to integrate that response with our CRM,” Goldman offered. “This then instantly created a lead for our sales team, who could reach out to the prospect to develop a plan that fit their needs.”


And Earth Class Mail saw the fruits of gathering this information—to date, the company has converted 6% of contacts generated by this survey, creating a valuable sales pipeline that didn’t exist before.


Internalizing Feedback

Once the power of consumer insights had been uncovered, the company leaned even further into listening to their customers. 


“Seeing that 90% response rate and realizing we had a really engaged customer base led us to explore what else we could do with Qualaroo to gain strategic insights,” Goldman said. 


After analyzing bounce and exit rates, Earth Class Mail implemented a short survey on their pricing page in order to uncover why people were leaving the site. The survey revealed that almost 70% of visitors left the pricing page because the cost was too high.


The Earth Class Mail team saw two interpretations for this data. The first was that some of the respondents were individuals and found the plan cost prohibitive. This would mean that some of Earth Class Mail’s targeting was still pulling in singular consumers instead of businesses. 


But the other possibility was that some of the businesses were seasonal, requiring assistance with digitizing their physical mail for only a portion of the year. While a yearly commitment was too expensive and unnecessary, these companies were prime prospects for a custom plan. 


“Being able to get contact information in a survey question allowed us to integrate that response with our CRM,” Goldman offered. “This then instantly created a lead for our sales team, who could reach out to the prospect to develop a plan that fit their needs.”


And Earth Class Mail saw the fruits of gathering this information—to date, the company has converted 6% of contacts generated by this survey, creating a valuable sales pipeline that didn’t exist before.


Nimble companies are able to move swiftly and adapt as their users’ needs change. This is possible only when a leadership team is willing to listen and learn from their user base. Although Earth Class Mail’s leadership team has just come on board, they have been able to use customer insights to: 

 

  • Learn who uses their product 
  • Gain insights about what is most important to their users 
  • Optimize operations  
  • Generate leads 
  • Create off-line connections with their users





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