Targeted Marketing Increased TIA’s Education Revenue By 32%
The Challenge
TIA was struggling with big picture promotional emails that listed all their education programs in a single newsletter.
The Solution
Using Higher Logic marketing tools they improved their email targeting, segmenting, and testing and increased engagement and revenue.
The Results
54%
Increase in Email Open Rates
49%
Increase in Course Registrations
$57k
Revenue Increase
All-in-One Newsletter Email Blast Buried Information
In the past, TIA used a single Friday newsletter to promote all their educational courses. The newsletter showed the big picture, covering all the courses they offer, but it wasn’t personalized or targeted. TIA sent it with a generic subject line (TIA Foundation Newsletter) to all their members.
It got some clicks, but too many items were buried and not reaching their audience. To improve open and click rates, they decided to evaluate their communications strategy and use their Higher Logic marketing tools to improve performance.
Segmenting Audiences and A/B Testing
TIA overhauled their communication strategy and used Higher Logic’s marketing platform to take a targeted approach to promoting their educational courses. They analyzed past email engagement rates, segmented their audience, and A/B tested subject lines for specific courses.
They began targeting specific member segments with the courses they felt were most relevant to them, including personalized subject lines and information about one course at a time.
Targeted Course Promotion Improved Registration
Targeting their educational emails increased TIA’s open rates by 54%. They also resulted saw a 49% increase in registrations for just one course, which brought in $57,000 in additional revenue. The association is seeing similar results for other courses.
“Segmenting and personalizing our emails allows us to promote all our courses without flooding our members’ inboxes. Targeting your audience with personalized information and subject lines works. It’s worth it to spend the extra time to brainstorm with your team and figure out what you want to say to different subsets of your audience because it makes those emails more impactful.”
Matt Hirniak
Sr. Communications Manager (former), TIA
About Transportation Intermediaries Association (TIA)
The Transportation Intermediaries Association (TIA) is the premier organization for third-party logistics professionals in North America providing resources, education, and advocacy in service to their members’ customers.
Higher Logic Thrive has tools to help you segment and personalize
Members want to get messages personalized to them. Higher Logic Thrive has the tools to help you send the right messages, to the right people, at the right time. Let us show you how much time you could save using our dynamic marketing tools.