Targeted, More Relevant Messages
SupportPoint uses Listrak’s profile filters to better target its messaging and offers to specific job roles and subscriber needs. It segments its database by subscribers’ job roles, such as trainers, contact center representatives, IT directors, etc., and it makes special note of the last offer the subscribers register for, such as white papers, case studies, or webinars. This way, SupportPoint may create appropriate messages that are relevant to the subscribers. For instance, a trainer will receive messages announcing a webinar on how to encourage informal learning in the workplace, a contact center representative will receive messages announcing the availability of a white paper about delivering current and accurate product information to agents, and operations management will receive messages announcing a new case study on how a company increased employee competency and productivity, with less off-line training.
SupportPoint offers its subscribers a quarterly e-newsletter and a monthly webinar series. It uses Listrak to personalize all emails in order to capture the attention of the recipients. The first email is sent using the HTML template that was built in the Listrak WYSIWYG editor. The email contains all corporate branding aspects and uses graphics saved in Listrak’s media library to reinforce the message. The second message is sent out as a text only version of the email. The text only version is still created and sent through Listrak to ensure that the emails are personalized and properly delivered. SupportPoint realized that its subscribers like a mix of both HTML and text only messages so it produces both types of emails.
“The key to sending relevant email messages is not only to deliver the right information, but also to deliver it in the right format,” says Ross Kramer, CEO of Listrak. “SupportPoint has learned how to communicate with its subscribers in a way that is most effective for its business. Using both HTML and text based emails is a great way to keep information looking fresh and new to customers, and SupportPoint uses this to significantly increase their marketing scope.”
Because the email messages are sent through Listrak, SupportPoint may track the message to the individual user level. And, because all of the information is stored in a segmented database, SupportPoint can easily identify subscriber activity across multiple marketing campaigns. SupportPoint may also reach out to the users that have shown repeated interest. All of this gives SupportPoint the tools it needs to build email campaigns that are even more relevant to its subscribers as it can build detailed reports on the information that is getting the most views.
