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Email on the Wil ild Sid ide How an an equip ipment company cr created emails ils th that ch changed th the cu cult lture of of its its mar arketin ing cam ampaig igns Chr Chris is Ha Hawver Joh John Tack ackett Team Leader, Americas Marketing Manager of Editorial Content Tennant Company MECLABS

Session Speaker Chris Hawver Team Leader, Americas Marketing Tennant Company As a Team Leader at Tennant, Chris brings more than 15 years of B2B marketing experience to the table. In this role, he has created best practices for integrated campaigns, share of wallet analysis and indirect sales channel marketing. Outside of Tennant, Chris is an avid motorcycle enthusiast and co- founder of Road Guardians, a nonprofit organization whose mission is to reduce injuries and fatalities to motorcyclists through first response education. 2

What is is Tennant? • Tennant Company – founded in 1870 • Global Manufacturer of cleaning equipment: vacuums, scrubbers, street sweepers • 3,300 employees, direct sales and distribution partners • Publicly traded (NYSE: TNC) 3

Email on the Wild Side Key challenges 1. Outmoded B2B marketing practices 2. List hygiene 3. Segmentation 4. Frequency 5. Multiple product offerings in every send 6. Format 7. Calls-to-action 8. Integration with other events and programs 4

Email on the Wild Side Key challenges 1. Outmoded B2B marketing practices 2. List Hygiene 3. Segmentation Focused on products, not solutions 4. Frequency 5. Multiple product offerings in every send (Customer thinking “what’s in it for me?”) 6. Format 7. Calls-to-action 8. Integration with other events/programs 5

Email on the Wild Side: Appetite for change New Management + New Products = Drive a New Strategy  New marketing approach  New creative design for emails and product pages  Targeted existing and recent customers  Introduced subject line testing into Tennant’s email marketing  Introduced landing page to capture contact information 6

Email on the Wild Side: I Wanna Ride New email design 7

Email on the Wild Side: I Wanna Ride New landing page design 8

How to transition from newsletter to lead gen 1. Test subject lines 2. Include a landing page 3. Capture prospect information 4. Target new companies (vs. only existing customers) 5. Track and report results

Experiment: Background Experiment ID: Tennant Subject Line Test Record Location: Tennant Testing Library Research Background: Tennant, a global cleaning equipment company. Objective: To increase email open rates and number of demos scheduled. Primary Research Question: Which subject line will generate the greatest overall open rate? Test Design: A/B/C split test 10

Experiment: Subject line test Which subject line won? A. Meet the NEW Tennant B10 and T12 (Traditional) B. Wanna Ride? Take the NEW T12 and B10 for a Spin (Non-traditional) C. Take a Ride on the Wild Side with the new Tennant T12 and B10 (Hybrid) 11

Experiment: Results 24% increase in total opens Subject line C (Hybrid) increased open rate by 24.2% Relative Subject Lines Open Rate Difference A. Meet the NEW Tennant B10 and T12 (Traditional) 26.6% - B. Wanna Ride? Take the NEW T12 and B10 for a Spin (Non-traditional) 24.9% -6.5% C. Take a Ride on the Wild Side with the new Tennant T12 and B10 (Hybrid) 33% 24.2% What You Need to Understand : The subject line focused on a mix of ! product relevance and target audience appeal outperformed the traditional subject line by 24%. 12

The success of this campaign transformed our marketing.

Email on the Wild Side: Culture change How our culture transformed • New and creative ideas to drive future email efforts • Focus on customer benefits and advantages • Offer solutions, not products • Using email for lead generation • Integration of email campaigns with other channels 14

Key Takeaways

Email on the Wild Side: Key takeaways What did we learn? 1. Push the creative boundaries of your content 2. Don’t be afraid to have fun with subject lines 3. Know your audience (B2B is ultimately person-to-person) 4. Make your call-to-action clear 16

Email on the Wild Side: Closing thought “If you don’t embrace change, then your market will lead you, not vice versa .” -JCH

Thank You Chris Hawver Team Leader, Americas Marketing Tennant Chris.Hawver@tennantco.com John Tackett Manager of Editorial Content MECLABS John.Tackett@meclabs.com