How GRAX created a personalized, automated comms layer to individually engage prospective new leads
What GRAX does
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GRAX provides a powerful data lifecycle management platform for Salesforce users, enabling businesses to capture, store, and analyze historical Salesforce data changes. By giving companies full control of their data within their own environments, GRAX helps ensure compliance, improve disaster recovery capabilities, and unlock valuable insights for strategic decision-making. Their solution supports data backup, archiving, and advanced analytics, empowering organizations to fully leverage their Salesforce data.
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What problems do they solve?
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Data Backup and Recovery
GRAX ensures businesses can safeguard and quickly recover their Salesforce data in case of accidental deletions or system failures, reducing downtime and data loss risks.
Compliance and Audit Readiness
GRAX simplifies regulatory compliance by maintaining a complete history of Salesforce data changes, ensuring businesses can meet legal and industry-specific requirements.
TLDR
GRAX saw email performance decline sharply, with email-driven pipeline contributions dropping from 60% to under 10% in 18 months. While LinkedIn and events became primary sales channels, AEs spent hours crafting low-volume personalized emails for thousands of leads, reducing efficiency.
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To solve this, GRAX partnered with Mailswift to automate email personalization at scale. Mailswift eliminated manual personalization, enabling GRAX to reach more leads and boost engagement. It built a robust data layer for each lead, integrating public information like LinkedIn profiles, articles, 10-K reports, news, and press releases. Using AI, Mailswift generated insights into relevant initiatives or challenges GRAX could address.
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Results were impressive: email open rates rose from 25% to 75%, click rates increased fivefold, and website CTA engagement improved by 600%. By automating personalization with targeted, novel messaging, GRAX revived email as a key sales channel.
Data Utilization for Insights
GRAX allows companies to analyze historical data trends and changes over time, providing actionable insights that drive better business decisions and improve operational efficiency.
Background
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GRAX approached Mailswift to address challenges in their email outreach strategy. While LinkedIn and events had proven effective for engaging prospects, direct email outreach wasn’t delivering the desired results. GRAX needed a solution that could embed personalized elements into their email campaigns to boost engagement and conversions. They also wanted to fully automate their email channel to allow their Account Executives (AEs) to focus on higher-impact efforts like LinkedIn and event follow-ups.
By leveraging Mailswift, GRAX automated their email outreach with pain-based messaging tailored to their three core use cases. Mailswift ingested GRAX’s lead list, generating personalized one-to-one email sequences for over 8,000 leads per quarter. These campaigns drove significant results, including a tripling of email open rates (from 25% to 75%), a 5x increase in click rates, and a 600% boost in engagement with website CTAs. This transformation allowed GRAX to reestablish email as a high-performing channel while freeing up their AEs to focus on other successful engagement strategies.
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GRAX's AI Outbound Workflow​​​​​
How it works
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When a lead is added to a Hubspot list, Mailswift’s Outbound Workflow immediately enriches the lead with verified contact details and performs in-depth research for those with verified emails. Using the lead’s company domain and LinkedIn company page URL from their profile, Mailswift collects recent articles published by or about the company, revenue and fundraising information, 10K reports, press releases, and job post descriptions for relevant roles such as Cloud Engineers, these data points are key indicators of the company's current plans and initiatives. Additionally, Mailswift scrapes the lead’s LinkedIn profile for any specific initiatives the lead is working on.
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Once the data is collected, Mailswift analyzes it to extract needs and pains. It summarizes what each individual lead is working on, categorizes their use case into one of three GRAX core use cases, and identifies their top three challenges. These insights form the foundation for a highly tailored and effective sales approach, giving the sales team a deep understanding of each lead's context and priorities.
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Using this information, Mailswift populates a best-practice email template sequence, dynamically personalized for each lead through merge tags. The enriched lead data is stored in the CRM as a detailed summary, providing AEs with a cheat sheet for initial calls. Finally, leads are pushed to a Smartlead email sequence designed for high deliverability, with replies monitored and forwarded to the relevant AE for follow-up.
"Partnering with Mailswift has completely transformed the way we approach lead generation and outreach. What used to take countless hours of manual research is now automated, delivering verified contact details, in-depth insights, and tailored messaging at scale. The level of detail we now have—like a lead's current initiatives, challenges, and even personalized email sequences—has elevated our sales strategy to a whole new level.
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Our AEs no longer waste time chasing incomplete data or crafting one-size-fits-all emails. Instead, they step into conversations armed with a deep understanding of each lead, making every interaction more meaningful and productive. Mailswift feels less like a tool and more like an extension of our team, ensuring we’re always a step ahead in our sales efforts!"
Account Director
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