Case Study 1

Problem: This client is a worldwide leader in the development and publishing of consumer graphics and content software products for both Macintosh and Windows platforms. Their main objective was to nurture relationships, while driving online traffic and sales.

Solution: The newsletter featured articles that provided "Tips and Tricks" about the products, as well as how to get the most out of the software. It also provided downloads for special occasions to establish a good relationship with clients.

Result: Within one day of publishing, 269 online orders were generated, compared to the daily average of six online orders. The publication had more than 350,000 subscribers, and a strong open rate of 28 percent, as compared to a B2C average of 20 percent, and a total click through rate of 9.3 percent, as compared to an average of four percent. More than 24,000 subscribers clicked on the links for user tips and sales offers.

Web site traffic skyrocketed—so much so that the steep increase in traffic temporarily overwhelmed the Web site. It's possible that our client may have seen an even larger ROI had the site not been temporarily disabled. The publication exceeded all expectations.

Case Study 2

Problem: This client specializes in accounting and finance placement both on a project and an interim basis as well as senior-level financial search services. The goals of the newsletter are to build relationships with both hiring managers and candidates, by offering customized, targeted content.

Our client had already built a strong relationship with the contacts on their list, but they were looking for a way to give back to their community, and to disseminate information about the company while giving valuable information about the financial staffing industry.

Solution: The newsletter has two versions—one for hiring managers and one for candidates. The welcome letter is customized for each segment and there are also two versions of the lead article. The hiring manager newsletter also always has either a talent spotlight, showcasing our client's high caliber of professionals, or a case study about how our client's consultants have been an asset to various clients.

The candidate newsletter always has a list of job openings. Qualified candidates are in high demand right now in the financial industry, so the newsletter is a great way for our client to stay in touch with their large list of candidates, and let them know about job openings.

Result: This client has grown from $5 million in revenue to over $50 million in the four years we've worked with them! They've also developed relationships with several partner companies in the time that we've been working with them. The newsletter has also served as a way for them to share information about those developing partner relationships.

Case Study 3

Problem: This client, a legal consulting company, sought a way to build relationships with clients, consultants and prospects by maintaining consistent contact and offering valuable information. They also sought to increase the efficiency of their sales and marketing departments by gathering information on audience needs and interests.

Solution: The audience for our client's publication was divided into three large segments: law firms in need of consulting, corporations in need of legal consulting, and consultants searching for jobs. From those three segments, the audience is further broken down into six segments: prospective law firms, client law firms, prospective and client corporate legal departments, consultants for contract work, consultants for permanent hire and a "general" segment for all email addresses that lack sufficient information for segmentation.

The welcome letter from the CEO of the company personalizes the newsletter while promoting an atmosphere of professionalism. Each segmented version of the newsletter has a unique welcome letter written to target the needs and interests of that segment. Every version also features three to six articles, with one to two lead articles written specifically for the targeted segment.

Result: After the newsletter is published, BeTuitive's analyst sends tracking results to the client, outlining which subscribers clicked on each article. Special attention is given to clicks on articles written for specific segments. Attention is also given to all click-throughs related to products and services. This information is forwarded to the sales and marketing departments and used to generate solid leads for the company.

With this comprehensively segmented publication, the client is able to give targeted, valuable information to all members of its audience while increasing the effectiveness of its sales and marketing departments.

Case Study 4

Problem: This client offers phone and web conferencing solutions for companies across multiple industries. They had a large list of customers and former customers, as well as a number of contacts that only used their services occasionally. They were looking for a way to develop deeper relationships with their contacts.

Solution: The publication's central value offering is content related to tips and tools that readers can use to enhance their online meetings, as well as information about the client's software and services.

The newsletter comes personalized from every account manager. The list is segmented according to each account manager's contacts, and the subscriber receives the newsletter with his or her account manager's name in the "from" line. The account manager's photos are also featured on the front page, as is their signature in the welcome letter.

Result: The publication successfully increases traffic to our client's Web site, and the account manager segmentation has significantly improved the publication's overall performance.

Case Study 5

Problem: Our client, a pharmaceutical and biotech staffing company, sought a way to strengthen its relationship with candidates and clients, and to increase brand recognition.

Solution: Rather than typical industry-based content, we decided to do a publication about lifestyle and wellness. It is segmented by client and candidate and includes a welcome letter, article blurbs, job opportunities (in the candidate version) and a "reflection" sidebar in the client version. Each newsletter also opens with an inspirational quote and a "consider" box for further reflection.

Result: The newsletter has received well-above normal results and personal responses from its audience. Our client reports an influx of resumes and phone calls after publication, as well as friendly emails.