Email content automation to save time and improve results
Informa
Challenge
• To reduce the time spent preparing the daily newsletter.
• Ensure that the latest news is always present in the daily ezine.
Result
• Saved the marketer over 1 hour every day.
• Recipients receive more up-to-date articles and information.
The Brand
Telecoms.com is the leading provider of online news and analysis for the global telecoms industry, generating over 2 million page views per year. Reporting directly from the major telecommunications markets around the globe – 80,000 unique monthly visitors rely on Telecoms.com to keep them up-to-date with all the latest industry developments.
One of the main sources drawing these visitors to the pages is the daily ezine. This email features snippets of all the top stories and serves as a reminder to subscribers to click through to the website and read the full stories.
The Goal
Copying and pasting the content from the website into the email template each day proved time-consuming and Telecoms.com looked to Adestra for a solution to reduce the amount of time spent creating the daily email, whilst improving the results.
The Strategy
The solution came in the form of automating the email content from their website, using Adestra’s MessageFocus Automated Email Content Generation functionality. This enables you to pull content directly from a website into an email using an XML feed, and allows you to format the content to your own style and email template. Telecoms.com used 4 different wordpressgenerated RSS feeds to automatically populate the majority of the content in their daily ezine. This meant that the time spent creating each email was reduced from 2 hours a day to 20 minutes.
The format of the email retained its original style and branding, reflecting the website.
The Results
This email is always live, up-to-date and ready to be broadcast, and saves the email marketer over an hour a day to concentrate on more important tasks. Plus the average click through rate has increased, showing that the more up-to-date content has had an impact.
Automating the content for our daily ezine has allowed me to save over an hour of my day, every day.
This has enabled me to make more effective use of time so I can concentrate on other important tasks, instead of copy-and-pasting HTML all morning.
Sophie Burdajewicz, Marketing Manager