Harris & Associates Beyond Blueprints Newsletter
Newsletter/Publication-External > Newsletter/Publication -External-Digital
Harris & Associates
- 1st Place
There is more to our Beyond Blueprints newsletter than meets the eye. Due to the rise of new technology and content marketing data, the Harris marketing communications team set out to design a new kind of marketing tool. The newsletter not only creates brand awareness, positioning Harris technical staff as experts, but also serves as a source of powerful data on contacts within our CRM database.
The digital newsletter is created using a template from the firm’s Act-On database, which automates and measures marketing campaigns. The newsletter links to articles published on the Harris blog and website. Using the firm’s existing digital platforms helps the team quickly produce newsletters. Using Act-On to send the newsletter, Harris is able to track not only open and click rates, but also which articles are clicked on the most, which helps inform future content. Act-On also tracks the contacts and their behavior: which articles they click on, which pages of the Harris website they visit, etc. An “engagement” score is assigned to each contact, helping inform our BD staff of engaged prospects.
The Beyond Blueprints newsletter continues to receive high open and especially high click rates. Our technical staff has used contact data from the newsletter to enhance client relationships. They also have seen the value of creating content and how it helps position them as experts in certain topic areas. The Beyond Blueprints newsletter is a great example of the next generation of newsletters and the future of content marketing in the AEC.