When digital storage product manufacturer and direct marketer Iomega Corp. pulled management of its e-mail campaigns in-house from an outsourced provider, one objective was to give its marketing staff greater flexibility to initiate campaigns. But pulling the campaigns in-house with the implementation of CRM software from provider Blue Martini Software Inc., which not only launches the e-mails but tracks metrics such as open rate and order ratio, also delivered ROI in a way Iomega hadn’t anticipated.
“It opened our eyes to the quality of e-mail distribution,” says Monique Fraser, senior manager of information technology at Iomega. “We had been paying for e-mails that weren’t going anywhere.” The problem was in faulty e-mail addresses that had never been identified in the e-mail list database, which was and still is maintained by an outside provider. These were addresses with spaces or illegal characters, for example, or those with domains that didn’t exist.
By bringing the process in-house and being able to see the relevant metrics and clean the list, Iomega’s click-through, open and order ratios have improved significantly, Fraser says. In addition, the improved data on e-mail campaign results have over time helped Iomega shape better campaigns. “We have been able to build a better process, a better quality of e-mails that are more actionable and that people respond to, because we are getting better data,” Fraser adds. “We are able to get the full feedback on campaigns. In the past, we weren’t able to see that.”
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