BearingPoint streamlines e-mail program, reduces cost

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Until about a year ago, BearingPoint Inc.’s marketing and promotional e-mails were limited by its e-mail marketing agency. BearingPoint was sending two or three messages out each week, but Paul Dunay, director of field and interactive marketing, wanted to ramp up the company’s e-mail program.

“We were looking to increase the amount and frequency of our e-mail messages, and manage them and apply publishing rigor, creating a publishing calendar,” he said.

Dunay had set a goal for about eight campaigns each week, but it would have been “impossible” to send out that many messages, he said. “It would have been extremely agency labor-intensive. I couldn’t have lived through the back-and-forth it would have taken to create the right e-mail campaigns,” he said.

Dunay turned to e-mail marketing software provider Concep, signing on to the company’s Concep Campaigner service. The first benefit was obvious: It cost 50% less than the previous e-mail agency. But the real benefit was the way BearingPoint was able to quickly increase its e-mail messaging as well as instantly improve the look and feel of its e-mail program.

Campaigner is template-based, so Dunay’s staff could create messages quickly; the process of creating an e-mail campaign—which used to take three to five days—was cut down to one day. Plus, they could share a successful campaign among countries. What worked in Germany, for example, could be used in the U.S. Just as important: BearingPoint didn’t need to have a full-time, high-level IT person handling message delivery because the Campaigner service is an application service provider model.

Tracking also changed. In the past BearingPoint’s agency tracked simple metrics such as click-throughs and opens, but Concep Campaigner allowed the company to get granular, seeing who, for example, downloaded a white paper and combine that with data from other marketing opportunities.

“I can now profile which people download a PDF and what other things they are reacting to: podcasts, Web events, events happening in the area that are live,” Dunay said. “I look at this as a lead-nurturing tool rather than an e-mail tool.”

Today the company sends out multiple e-mails daily, most of which are based on an internal editorial calendar. This allows Dunay and his team to think ahead when it comes to marketing, he said.

“We’re seeing a measurable increase in good leads; specifically the number of leads that the marketing team has sourced,” he said. “When someone downloads a piece of our marketing materials we can begin to nurture them immediately.”

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