March 25, 2010, 12:00 AM

Better customization helps Follett Software create more successful e-mails

Since using a new marketing automation service from e-mail products and services provider Silverpop Systems, Follett Software is seeing the conversion rates on some campaigns as high as 17%, compared with an expected range of 2% to 5%.

Paul Demery

Managing Editor, B2B E-commerce

By taking a more customized and automated approach to e-mail marketing, Follett Software Co. is now succeeding where its campaigns used to fall short.

In fact, since using a new marketing automation service from e-mail products and services provider Silverpop Systems Inc., Follett Software is seeing the conversion rates on some campaigns reach as high as 17%, compared with an expected range of 2% to 5%. Follett Software is a unit of Follett Corp., whose retail unit Follett Higher Education Group is No. 64 in the Internet Retailer Top 500 Guide.

Using better e-mail marketing technology, Follett Software, a software applications provider to K-12 schools and school districts in North America, was able to create a more customized campaign that gave e-mail recipients a chance to try TitlePeek, software that displays a book’s cover and such content as its table of contents, a brief summary, author notes, first chapter or excerpt and published reviews.

"We distributed two e-mail communications to clients who had never subscribed to our TitlePeek product before,” says Follett product marketing manager Kathleen Schroeder. “The first announced a free trial of the product and the second reminded them they had two weeks left before the trial was over. We were able to integrate reporting with our customer relationship management system so we could track results from start to finish."

With better technology, Follett Software was able to create and send its TitlePeek e-mail campaigns based on a potential prospect`s interests, behaviors or responses and increase the open and click-through rates by directing readers to personalized landing pages. With better integration with its customer database, Follett also was able to score and qualify sales leads automatically based on responses to the campaign. “The marketing automation made it easy to analyze responses to the campaign," says Schroeder. "The reports proved the success as the campaign progressed, and helped gain management buy-in to offer these types of trial programs for some of our other products."

 

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