Business-to-business publisher William Reed targets its marketing campaigns more effectively by centralizing marketing data across the company and segmenting customers more effectively with Adobe Campaign in Adobe Marketing Cloud.
The company shares important business information, research, and original editorial content through its specialized publications. Although William Reed originally implemented Campaign to help manage its marketing database, its digital marketing team quickly began using it Campaign to manage targeted email campaigns.
“By consolidating our data onto Adobe Campaign, we can get a better picture of our audiences and target them with email campaigns for news, events, or deals that interest them,” says Vincent Renaud, Digital Marketing and Data Manager at William Reed. “We’ve reviewed other campaign management solutions, but no other solution offers the unique combination of powerful workflow capabilities and multichannel delivery like Adobe Campaign.”
Advanced workflow capabilities in Campaign help William Reed automate email campaign delivery so marketers can spend more time refining messaging and analyzing results. The company currently sends 20 million emails a month to about 500,000 customers. Once it migrates all of its brands onto Adobe Campaign, the audience list will expand to 3 million names.
Using built-in segmentation and analytics capabilities, William Reed digital marketers optimize email campaigns by automating how they combine messaging and offers to resonate with specific audiences. Similarly, sales teams use the reporting and segmentation capabilities to guide their conversations with current and prospective advertisers. Following its success with email campaigns, William Reed plans to expand Adobe Campaign segmentation to other channels, such as text messaging, push notifications in mobile apps, and print campaigns.
You can read the William Reed case study here: William Reed Case Study