Software Trial Nurture Flow-Printed Circuit Board Design

The email campaign I worked on for Altium Designer was one of the most involved and rewarding projects I did while writing for the agency North Star HQ. This drip email campaign was a structured series of 9 emails for trial users of Altium Designer, a cloud-based PCB (printed circuit board) design platform.

Going into this project I knew a bit about CAD, but this project transformed me into an expert on the needs of electrical engineers and PCB designers. To create solid message pillars, I correlated users’ job objectives and pain points to product features.

Using what I knew about the benefits of cloud-based enterprise solutions and high-converting email campaigns I strategically chose themes for each email in the strategy. Check out the email campaign strategy.

Specific challenges:

This email campaign required four sets of final copy for separate audiences. I wrote a general trial version and separate iterations tailored to users of competitors: Mentor PADS, Autodesk Eagle, and OrCAD PCB Designer. Stakeholders from multiple teams and departments reviewed the draft, with feedback rounds circling the globe. Our ability to leverage collaboration tools in Google Docs and experience working in structured editing rounds kept this project on track.


Sessions – Up 96%
Free Trial – Up 62%

Landing Page – Page Views – Up 1605%
Landing Page – Unique Pageviews – Up 1450%

Thank You – Page Views – Up 3605%
Thank You – Unique Page Views – Up 6882%

Find full-text copies of the email series on Google Drive.