This financial services company relies heavily on email communication, sending between 12 and 15 email campaigns on a weekly basis. These include a mixture of opinions, news, and offers. With emails designed to meet the requirements of each subscriber—for example, millennials may receive emails about savings accounts, while those aged 55+ may receive emails related to retirement investments—the aim is to educate individuals and businesses at every stage of life.
As the company grew, it went through a transitional period, moving from an email service provider to an automated marketing platform. However, with the marketing team facing demanding schedules and an overall lack of insight into email performance, the company was concerned that it wasn’t implementing the most effective email campaigns. It was also important that the marketing team was able to prove to its internal stakeholders that emails were being delivered and that it was seen as a reliable sender.