From low engagement to high impact: Nymi's cold email optimization

Nymi builds secure authentication solutions. Its Nymi Band is a wearable that gives seamless, passwordless and secure access to workplace systems. Nymi focuses on industries with strict compliance needs, such as pharmaceutical manufacturing, and combines biometric, multi-factor and continuous authentication to improve security, employee efficiency and data integrity.

• →Low engagement: early cold email campaigns had a weekly open rate of only 2%.
• →Spam blocks: some target accounts, such as CRL, blocked a high share of emails.
• →Broad segmentation: campaigns targeted general IT and operations management roles without tailored messaging.

• →Added job-specific targeting with keywords such as automation, IT, digitalization and quality, to focus on IT professionals with purchasing power.
• →Expanded account targeting beyond CRL to big pharmaceutical companies.
• →Rewrote messaging around the Nymi Band's benefits for compliance (including FDA standards), efficiency and security, highlighting continuous authentication and hands-free access.
• →Revised copy and optimized subject lines to raise open and click rates.

• →Open rate rose from 2% to a peak of 8.73%, and sequences aimed at CDMOs and CMOs reached 11%-15%.
• →Click rates improved significantly with the new messaging and subject lines.
• →Targeting big pharmaceutical companies produced better engagement.
• →More than 3,800 emails sent, 130 unique opens and one meeting with a big pharmaceutical company.

With better targeting, messaging and outreach, Nymi positioned itself as a leading option for secure workplace authentication and opened the door to wider market reach and stronger ties with industry decision-makers.