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THE CHALLENGE
- The Conference Board of Canada needed a way to send out multiple tailored publication notices to different segmented groups of subscribers (based on their expressed areas of interest) in one email
- To achieve dynamic, drill-down reporting capabilities to learn more about what subscribers are doing with the email
- To apply a recency rule to target subscribers frequently, without creating email fatigue
THE SOLUTION
- Implemented Informz with integration to Conference Board database
- Used Informz to intelligently send emails to subscribers no more than every 3 days to reduce fatigue
- Utilized dynamic capability in Informz to segment, target and send relevant information to relevant audience in one email
- Reviewed statistics and measured results
THE RESULT
- Informz delivered targeted communications to over 100,000 subscribers
- Conference Board of Canada achieved their goal click rate of 30% on average per mailing
- Informz provided measurable metrics valuable for development of their eMarketing strategy
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The detailed metrics and reporting features in Informz are extremely useful. We send approximately 4 million emails a year and until Informz we didn't have any way of analyzing what email techniques worked and which didn't. Now we use an A/B split on most emails, testing different ideas such as text vs. html, subject lines, personalization, positioning of the offer and more. With Informz technology, we can now see which version of a publication has the best open rate and click rates. Take that one step further, and we also use the reports to send a second follow up email to those people who have clicked on a specific link to send them another targeted message. The dynamic capability allows us to combine multiple stories to different customer segments in one email, thereby reducing the number of customer contacts."
Valerie Jakeway
e-Marketing and Customer Services Specialist
The Conference Board of Canada
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