GetResponse
Competitor migration campaign
Overview
Spearheaded a multichannel acquisition campaign targeting users of competing email marketing platforms (Mailchimp, AWeber, ActiveCampaign, Constant Contact, MailerLite, Brevo), positioning GetResponse as the more affordable and feature-rich alternative.
The challenge
Users entrenched in competitor platforms needed a compelling reason to switch. Price alone wasn't enough—they needed to see personalized savings and understand the migration process would be seamless.
The solution
I led the campaign strategy and was directly responsible for creating the central migration hub and competitor-specific landing pages tailored to users of each platform. The cornerstone of the campaign was a suite of interactive cost-savings calculators I developed, allowing prospects to input their current list size and provider to see exactly how much they'd save annually by switching to GetResponse.
I collaborated closely with product marketing on messaging and positioning, worked with design on page layouts and calculator UX, coordinated with customer success to highlight the white-glove migration service, and partnered with the paid media team to drive targeted traffic. The campaign also included email nurture sequences for users who engaged with calculators but hadn't yet converted, keeping GetResponse top of mind throughout their decision process.
Results
- ▹35% increase in migration-related signups during campaign period
- ▹12,000+ calculator interactions in first 3 months
- ▹Average calculated savings of $400–$1,200/year shown to prospects