Engagement, engagement, engagement. In the content-saturated world we live in today, the marketing team’s goal in creating an external e-newsletter was to create a digital relationship with the customer. Not only to
express what our capabilities are, but also for us to gain insight from our customer’s behavior and digital
interactions.
To do so, we focused on creating engaging, thought-leadership content, diving into the video marketing
platform and delivering all of this information to the customer in an inviting way through the newsletter's name, subject line, call to action buttons, branding and layout.
The marketing team relied on Act-On, our marketing automation software, to start the conversation. It tracked vital email analytics and helped us shape our content and messaging.
We have seen incredible engagement through these e-newsletters. They have prompted our customers to click through to our website to learn more and contact us, engage with our rich content, follow our social media sites, and provide us feedback and information. This e-newsletter series, the BCS Beacon, has the highest open and click rates of any other BCS email communication. We are able to actually see who we are reaching and who is responding to our messaging. Additionally, each set of analytics teaches the team how to be more effective and targeted.
BCS External Newsletter: BCS Beacon
Category
Newsletter/Publication-External > Newsletter/Publication -External-Digital
Description
Building Controls and Services, Inc.
Building Controls and Services, Inc.
Winner Status
- Merit Award