Case-In-Point
E-marketing Keeps Training Institute Growing

“Email marketing is at the heart of our business,” said Jim Hanlin, Ph.D. and chief marketing officer of Training Industry, Inc., an online resource linking training suppliers and corporate executives. The Cary, N.C.-based training intelligence center had worked with other e-marketing vendors to help meet important communication goals, but none had what was needed to effectively reach out to its 300,000 member community.

Training Industry tapped Sevista in 2006. “We appreciated Sevista’s understanding of the unique needs of B2B organizations like ours,” Hanlin said. He noted that this understanding is reflected in the platform’s feature set, as well as pricing model.

Training Industry keeps in close communication with buyers and suppliers of training services, across multiple functional areas and industries. “We were looking for the ability to segregate our large database—and Sevista had the solution,” said Hanlin. In addition, Sevista offers pricing based on email volume, not size of database. “This is a huge benefit to us and fits our needs.”

“We have been very satisfied with our relationship with Sevista,” adds Training Industry’s Rick Gregory. He noted Sevista’s responsiveness and focus on client service. “Our previous providers were often difficult to find and connect with. With Sevista, we always get the help we need. We get the expert advice and guidance—quickly—that we need in our email-intensive business.”

"Sevista is 100% our consultant and advisor for our e-marketing,” says Hanlin. “This group is key to helping us get information to our communities about important training strategies, practices and processes that facilitate mutually beneficial relationships.”

E-marketing
Best
Practices

Clear Call To Action

There’s nothing more frustrating as a consumer than to receive an email with loads of information about a product or service, but no clear call to action. The design may be beautiful and the text eloquent, but if readers aren’t sure how you want them to proceed, the entire effort may be lost.

At its core, the purpose of your email is to get the recipient to click. You need only provide enough incentive in the email to accomplish that mission. Once the click is achieved, the landing page provides all the additional product or service details you’ve made your recipient curious about.

Questions, Comments?
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