2016 SMPS Marketing Communications Award Winner
This digital newletter not only creates brand awareness and positions Harris technical staff as experts, but also serves as a source of data for Harris' CRM database. The newsletter is created using Act-On, a software that automates and measures marketing campaigns. Using Act-On to send the newsletter, Harris is able to track not only open and click rates, but also the behavior of contacts: which articles they click on, which pages of the Harris website they visit, etc. An “engagement score" is assigned to each contact, helping inform the business development staff of highly engaged prospects and enhancing their ability to build these relationships.
[Orange bubbles in image below show number of clicks on each spot.]