Marketing Automation for Tec Review Newsletter
From the Nominator
We took our first steps in offering our readers a personalized content experience by sending the first Tec Review newsletter to 300 people in November 2015. The following year, we carried out a series of strategies for organically increasing our subscriber base and, in 2017, we launched a campaign called "Getting to know you better" so that our readers could voluntarily share details on their content preferences. By 2018, we were able to personalize mailings with topics of interest. One year later, we took another big step toward customization in which readers could choose their desired frequency as well as topics of interest. We now have more than 21,000 subscribers.
From the Judges
Of all the entries, Tecnológico de Monterrey was able to take a goal and build a unique long-term approach to accomplishing the goal that was practical, paid attention to feedback, and provided results. They didn't take the typical one-size-fits-all approach to creating content for their email newsletter. The innovation of letting users choose what and when Tecnológico de Monterrey communicates with them took this project to the next level. They have been able to build an organic following through automation that is personal, sustainable, and engaging. Going from 5,000 to 21,000 subscribers with content they are already producing is something every organization should strive for. This category included a number of innovative entries. The entries that stood out were ones that moved the needle, had strong metrics, were sustainable (or repeatable), eye-catching and were able to achieve tangible results. The Tec Review newsletter hit every one of these areas with intention.