3×
One-to-many touches
- Broadcast email during the trial
- Members feel marketed to
- A full sales operation as the only path to 1:1
The Full Story
A Personal Offer to Help,
at Scale.
HoneyBook is the all-in-one business management platform for independent business owners: photographers, planners, designers, consultants, people who run the whole operation themselves. Most of them meet HoneyBook through a trial. Somewhere inside that trial they decide whether this becomes the system their business runs on.
Reach was the problem. A broadcast email cannot answer the question a brand-new business owner has. Answering every member personally would have meant standing up an entire sales operation. That was the bar HoneyBook set when it went looking for a partner: scale, without the conversations getting worse.
Scale, without the conversations getting worse. That was the bar.
The rollout proved the bar was realistic. “The first few weeks were really smooth,” says Natalia Andreeva, who leads Member Care at HoneyBook. “We came in with a clear point of view of who we wanted to reach and what we wanted to say, and the team executed it very quickly.”
The motion itself is simple: a personal, genuine offer to help, sent in the middle of the trial, timed to where the member is in their setup. Stuck on contract templates? The conversation points to the right one and stays with the member until they are up and running. “People want to feel truly supported, not marketed to,” Natalia says.
3×