The TAS Group's York Baur and Jane Morrin on Optimizing SaaS E-mail Marketing Tools for Increased Leads
TM: How did TAS Group incorporate the new tools into the existing marketing infrastructure?
Jane Morrin: Basically, how we worked it in was we had to do a massive transfer from our old database, which was split into two different sections from our previous e-mail marketing tool. We had to bring that across and bring it into Genius so that everything was worked from one single database. And we've worked with that since. We found it very easy, actually, because [the e-mail system] updates daily with the CRM. So basically, we just had to update our CRM, and then Genius automatically updated with that. And then you can go in and force an update, as well.
TM: What sort of results did the TAS Group see right away?
JM: Over the past few months, and especially in recent months, we've seen a lot of very good results with regards to our deliverability. … Every week, we get our hard bounce reports … When there's any hard bounces that have gone on from our previous sends in that week, we opt them out of the system. … We never try and e-mail to a hard bounce twice. So it's really improved our deliverability. ... We'd nearly be at 100 percent deliverability now, because we're constantly cleaning out the database.
TM: How large a project was this?
JM: Our database is about 130,000, but we're adding to it constantly. So we would send out to those contacts at least once a week.
TM: Was TAS Group able to increase leads?
YB: The answer is an unequivocal yes, from two perspectives. One is, the measurement capabilities that we have that reduced and now almost, frankly, eliminated clutter in responses has helped our inside sales team get to the good stuff faster. ... What we have been able to do and see in the data is the ability to improve response rates by experimenting more broadly with the content of the e-mails, the format of the e-mails, etc.