Google Cloud Platform
Content Strategy, Creative Strategy, Program Management, Targeting & Segmentation, Email Collateral & Marketing, Page Layout & UX Design, Design & Copy Services
A trial experience provides a critical opportunity to convince users of a product’s value. To help make sure Google Cloud Platform free trialists had a positive experience, Firewood developed a robust communications approach for the program. After restructuring audience segmentation, targeting and delivery strategies, Firewood partnered with subject matter experts and stakeholders to identify critical needs across audiences. In collaboration with the GCP team, Firewood designed a series of emails to offer relevant resources and guidance—to the right user, at the right time. Clicks-to-open and conversion rates improved significantly as a result.