Sevista Helps Pivot Group Create Credible Communications
Pivot Group, an Atlanta-based information security consulting firm, was an early adopter of e-marketing technology. The company began working with Sevista in 2002, tapping the power of email to effectively and cost-efficiently communicate with key audiences.
The decision was a careful one for Pivot Group. “We’re in a very sensitive business,” said Jim Soenksen, Pivot Group CEO. “Our business provides information security audits and assessments for companies that manage sensitive data. In this highly regulated market, we must carefully consider how we use electronic messaging and communications.”
While avoiding any perception of spamming or misuse of an email address is important to all Sevista clients, it is critical for Pivot Group, whose clients include credit unions, banks, financial services firms, government agencies, law firms and other transactional data-oriented companies.
Education E-newsletter
Pivot Group uses Sevista’s e-newsletter capabilities not as a sales tool, but as a communications tool. Soenksen emphasizes that his company’s emails are sent for the purposes of knowledge transfer and education. “Our client relationships are built around trust. Our clients depend on us to help keep their organizations secure and free from the threat of cybercrime. Part of our mission involves sharing security best practices, keeping clients apprised of regulatory compliance issues and alerting them of any recent vulnerabilities.”
For example, Pivot Group has recently distributed information to its credit union clients concerning the critical steps to meet the upcoming Red Flag regulatory compliance deadline. “Sevista provides an efficient channel for us to deliver time-sensitive information to our clients and a convenient mechanism for our clients to reach out to Pivot Group with requests for additional assistance.”
Striking the Balance
“We work hard to balance this need to communicate client- and industry-specific information with the need to be sensitive to the confidentiality involved,” Soenksen says. One way the company achieves this balance is through Sevista’s SPAM scoring capability.
“Considering our need for credible, confidential communications, the ability to measure our messaging is invaluable.” Soenksen credits Sevista with offering the useful SPAM scoring tool, and with the counsel and guidance surrounding its use. “We are very judicious and will edit our messages to assure that our email notices are appropriately perceived as valuable communications.”
Best Practices
In addition to using the SPAM scoring feature, and adhering to strict policy pertaining to the scoring, Pivot Group has instituted additional best practices to assure maximum credibility in its e-marketing, including:
- Manage lists effectively: “We’ve made a commitment to managing our lists,” he says. The company devotes significant resources to keeping contact information for its 10,000 opt-in subscribers current and accurate.
- Target communications: “We target our messages to ensure relevancy,” Soenksen explains. “By client, by industry, by association … we keep messages separate and keep them manageable.” He noted that the average campaign is sent to just 300 to 400 individuals.
- Keep messages relevant: Soenksen notes that clients appreciate Pivot Group’s policy of sending clear, concise messages that are appropriate for the audience. “Straight-to-the-point emails are the most effective.”
- Minimize frequency: “We don’t inundate our clients with messages,” he says, noting that Pivot Group sends just one to two emails per quarter to any individual.
Security First
“Sevista is an ideal partner for us, with a regimented and secure e-newsletter platform and methodology that aligns with our need for trustworthy communications.”
“As a data-privacy consulting firm, we’re able to practice what we preach,” Soenksen said. In addition to practicing responsible electronic communications toward its own clients, Pivot Group counsels those same clients on how not to abuse email and prevent spamming. “We not only adhere to our own policies and procedures, but we share them with our clients in the interest of maintaining secure IT environments.”
In addition to the components of Sevista’s offering that help the Pivot Group communicate in a proper manner, Soenksen appreciates its value, and ease of use. “It is important that the system be cost-effective, easy to use, and that we have access to people who can help. At Sevista, there is always a team available to work with us in our mission to deliver the complete life cycle of security services that meet the business, resource, and regulatory requirements of our clients.”