E-mail promotion – Citrix Systems
The customer:
Citrix Systems is the global leader and the most trusted name in application delivery infrastructure.
The task:
The design/development and implementation of two inter-linked, multinational e-mail campaigns for upgrades to Citrix Presentation Server 4.0: With the first, the upgrade offer was available for a limited period only. The second promoted the extension of the offer period. In both cases, Publicare had to take country-specific requirements into account, but ensure that all localized versions were of the same high quality.
The solution:
First campaign: Following extensive research, Publicare developed a basic campaign that could be personalized by means of varying subject lines, lead visuals, headlines, text elements, response features, downloadable resources, and calls to action. Using this basic campaign, a variety of versions were produced for distribution via Citrix and its channel partners – tailored to specific target groups, e.g. existing customers or prospects, with corresponding soft and hard benefits. A dedicated e-mail explained the options to Citrix’s international marketing managers, enabling them to choose the one that best met their country-specific requirements. Publicare then localized the campaigns– for example, by presenting regional events, and adding response features in accordance with the available follow-up processes and resources in each market. The campaigns were translated by expert native speakers. After capturing and consolidating all address lists, e-mails were sent via the central emarsys xpress e-mail marketing platform. Each market received feedback, with assessments of user responses and behavior. This data was analyzed, and the findings used to refine the second campaign, enhancing its focus. Publicare performed the same set of tasks for both campaigns.
The technology:
E-mails (all versions, with country-specific elements) were produced and distributed via the emarsys xpress e-mail marketing platform.
The benefits:
Higher quality and greater cost-effectiveness: The Publicare approach delivers greater efficiency because concept development and creative tasks are performed once, and centrally– avoiding redundant local effort in individualinternational markets. At the same time, the content of all e-mails is based on the same extensive research– ensuring consistently high quality. Managing the campaign via a central online platform also eliminates the potential for any local discrepancies in quality. And by analyzing user behavior in the first campaign and applying the results in the second campaign, even higher response rates were achieved.
The services:
Expert advice on, concept development of, creative services for, and production of e-mails; management of translation work; coordination with international markets; distribution of e-mails via a central platform; response management and reporting.
