Redefining email nurture for a giant

Fun fact:

Google Cloud's email marketing has grown 1300% since the project began.

01 — Background

Google Cloud wanted to reinvent the way they reached out to their prospects. The team devised a top secret, extremely sophisticated approach to nurture which would allow them to create even more personalised nurture journeys than ever before.

But the pre-existing nurture emails were a little dry and lacked the emphatic, exciting tone of voice Google has become known for. They needed to start from scratch, hitting every audience, segment, and job role they could.

That's where I came in.

02 — My role in the project

Google Cloud's email marketing has grown by 1300%. That's not a typo.

I can't (and won't) claim credit for that growth when I've been fortunate enough to work alongside some incredibly bright individuals – but I like to imagine the choice of content and the writing has had some impact!

My task was to choose content for each of Google Cloud's many audiences and create a series of nurture emails to drive engagement and, ultimately, MQLs.

Over the course of the project, I've written hundreds of emails, each with A/B testing subject lines in place and covering content which includes whitepapers, blogs, webinars, videos, and events.

This has been a real reinvention of email nurture for Google Cloud, and it's one I've been proud to play a part in.