The TAS Group’s York Baur and Jane Morrin on Optimizing SaaS E-mail Marketing Tools for Increased Leads

It’s entirely possible that representatives of The TAS Group, the sales performance automation software provider headquartered in Seattle, asked themselves some of the same questions they advise customers to pursue before seizing an opportunity. After all, when the B-to-B company switched e-mail platforms recently, the solution it chose did seem to positively match all of its trademarked sales methodology questions.

So, at the end of 2008, TAS Group decided that using Genius Pro from San Mateo, Calif.-based, a software-as-a-service e-mail marketing and marketing automation provider, was a good idea. The solution provides real-time e-mail performance and Web site interaction data that’s accessible to a sales team and has a user-friendly interface that sealed the deal for York Baur, TAS Group’s chief marketing officer. Since then, TAS Group brought its e-mail deliverability rates up to nearly 100 percent and doubled the number of qualified leads being forwarded to sales.

Jane Morrin, a TAS Group marketing executive who handles the firm’s e-mail marketing campaigns and its e-mail platform provider, says deliverability rates had been below the industry average before making the switch.

Over the past few months, and especially in recent months, we’ve seen a lot of very good results with regards to our deliverability. … Every week, we get our hard bounce reports … When there’s any hard bounces that have gone on from our previous sends in that week, we opt them out of the system. … We never try and e-mail to a hard bounce twice. So it’s really improved our deliverability. … We’d nearly be at 100 percent deliverability now, because we’re constantly cleaning out the database.

Heather Fletcher is senior content editor with Target Marketing.
Publish date: October 21, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT