ETUDES DE CAS
Crain's Streamlines its Approach to Email Communications, Brings All Publications Under One Roof
Publisher centralizes email program across multiple brands to cut costs and gain a comprehensive view of each customer.
Before August 2001, Crain was using a proprietary e-mail solution to push information to its audiences. However, its respective titles also contracted individually with numerous different external software vendors to manage e-mail marketing programs. The efforts required to integrate the different platforms of the respective e-mail marketing software vendors with Crain's own in-house solution created significant process inefficiencies. Crain sought to restructure its highly decentralized e-mail marketing strategy, as it was neither cost-effective nor capable of providing Crain's executives with an enterprisewide, top-down customer view.
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