Opportunity

TrainingIndustry.com, a training intelligence center, depends on email marketing to build its communities and provide value to members, sending more than 2.5 million emails per month as part of its well-planned, targeted communications program. When the company was looking for a strong email partner in 2006 to assist with this important aspect of their business, they chose Mansell Group to fulfill this need. Training Industry was specifically looking for a partner to fulfill three needs:

1. The ability to effectively segment its various audiences;
2. Provide a favorable pricing model; and
3. Provide strong tracking capabilities

Solution

Mansell Group was able to provide all three needs and more to Training Industry. Through Mansell Group’s email platform, mansellOne, Training Industry was able to conduct advanced segmentation of its audiences, furthering the chance that the recipient will be receptive to the message. Since Training Industry targets a wide range of users, they needed to be able to segment their message for a CMO, for example, very differently than for a CIO. Thus, with mansellOne’s segmentation capabilities, they were able to fulfill this need.

Mansell Group was also able to provide a favorable pricing model for Training Industry by providing a pricing structure based on email volume rather than the size of the database. Having this type of pricing structure helped the client ensure they were paying for the right amount of messages sent, while also ensuring their messages were as targeted as possible through the segmentation opportunities.

Lastly, mansellOne’s strong tracking capabilities have enabled the client to hone their ability to better communicate with the target audiences. Training Industry analyzes how many recipients opened, clicked, and responded to a specific campaign. Analyzing this information across a period of time and across a group of messages helps the client to consistently improve their email messages, ensuring a positive outcome. Training Industry also utilizes the survey capability to gauge effectiveness and gain market intelligence from its audiences.

Results

With all three of Training Industry’s needs being met through Mansell Group’s email platform, the last piece of the puzzle that was an added bonus for the client is the high level of customer service provided by Mansell Group.

“Mansell Group is 100% our consultant and advisor for our e-marketing,” said Jim Hanlin, Ph.D, chief marketing officer of Training Industry, Inc. “This group is key to helping us get information to our communities about important marketing trends, strategies and practices that facilitate the mutually beneficial relationships that are so important to our mission.”