October 1, 2009, 12:00 AM

Student Advantage aces e-mail marketing management with new system

Student Advantage, which works with retailers and universities to offer discounts to students, recently began using a new program to manage the many e-mails it sends to students each month. Initial results show a 10% rise in click-throughs.

Paul Demery

Managing Editor, B2B E-commerce

Student Advantage LLC, which works with retailers and universities to offer discounts to students, recently began testing a new way to manage the many e-mails it sends to students and parents. Initial results show a 10% rise in click-throughs.

With constant turnover in student populations, Student Advantage needed help keeping pace with its new and existing members, as well as manage new programs for parents and non-members. The company has more than 78 national partners, such as Target.com and Macys.com, and it sends out multiple e-mail newsletters promoting various offers in any given month. The program, from e-mail marketing vendor Lyris HQ helps Student Advantage create, test and deliver more than 700,000 e-mail newsletters a month.

“While e-mail marketing remains the cornerstone of our online marketing efforts, Student Advantage needed a tool that would grow and scale with our business and allow us to better segment, target and understand our growing member and non-member base,” says Samantha McDuffee, marketing manager, Student Advantage. “The built-in web analytics and deliverability features in Lyris HQ ensure that our messages get to the right people at the right time.”

McDuffee says the program also helps Student Advantage drill down into customer behavior to better understand how customers are interacting with its web site and partner offers. “This information is invaluable in helping us build brand loyalty with our partners,” she says.

In the coming months, Student Advantage plans to roll out new marketing initiatives for parents and programs for non-members, which will increase the number of monthly e-mails the company sends to more than one million. In addition, Student Advantage plans to utilize the social media capabilities in Lyris HQ to integrate social media sharing functionality into non-member e-mails, which will help it virally spread the word about its offerings and boost its e-mail list.

“Lyris HQ provides the rich solutions we need to manage our e-mail marketing campaigns today, as well as the functionality to meet our online marketing demands in the future, including social and search marketing,” McDuffe says.

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