BACKGROUND: click2learn.com inc. is a leading provider of full service e-learning solutions to businesses, government and educational institutions throughout the world. By developing a powerful and full- featured outsourced platform for e-learning and partnering with market- leading content publishers, click2learn.com provides customers with an application service provider (ASP) model that gives organizations instant access to the click2learn.com e-learning network. Customers can access thousands of courses and use browser- based publishing and learning management tools through a custom- configured e-learning site or directly through the click2learn.com e-learning portal.
PLATFORMS: CampaignAgent from WiredEmpire runs on Windows 98 and Internet explorer.
PROBLEM SOLVED: click2learn.com places a high value on being able to measure the results of direct marketing programs. In the past, we have implemented traditional direct mail campaigns but felt that we received poor response information. We decided to seek an alternative to traditional direct mail. click2learn.com decided to find a solution that would allow us to conduct targeted e-mail marketing campaigns. We also needed the application to integrate the current database with any additional lists received from the numerous trade shows and events in which we participate. It was also important that the solution measure the results of the e-mail campaigns in real time to enable quick learning and to generate the maximum return on direct marketing programs.
PRODUCT FUNCTIONALITY: click2learn.com has found Wired- Empire's CampaignAgent to be a very helpful tool to cleanse and expand the existing customer database and easily conduct e-mail marketing campaigns. When we target an e-mail campaign to a segment of our customer database, we receive information regarding how many e-mails were sent out, how many people responded, how many opted to not receive additional e-mails and what e-mail addresses were invalid. The data on the response rate and the opt-out rate are the key measurable factors that help click2learn.com determine the success of an e-mail campaign.
STRENGTHS: The main strength of CampaignAgent is how easy the Web-browser interface is to use. click2learn.com found it to be very intuitive. After only an hour and one-half of training on the phone and a walk through, click2learn.com was able to use the application on their own. click2learn.com is also very pleased with the reporting technology and real- time results information that we receive on campaigns. This allows us to quickly identify successful campaigns and adjust future marketing programs accordingly. Lastly, Campaign-Agent has the ability to integrate legacy data with new data. This was a critical attribute of the technology for click2learn.com as we are continuously receiving new customer databases from various outlets.
WEAKNESSES: Like many companies, click2learn.com has found that merging data from different data sources can be challenging. Therefore, we work with WiredEmpire's account management group when we need to add information from new data sources. The account management group provides the expertise needed to correctly map database field formats between offline and online data sources. WiredEmpire provides this service for a fee.
SELECTION CRITERIA: During the initial orientation sales process, the representative from WiredEmpire walked us through a demo of the product over the Web. It appeared as though it would be easy to use and have very measurable results. We were very impressed with the product.
DELIVERABLES: With CampaignAgent, click2learn.com receives Web-based reporting that compiles the four critical areas of data, including how many e-mails were sent, the click-on link rate, the opt-out rate and the number of bounced e-mails. There are additional reports that click- 2learn.com plans to use in the future including a report that will list the bounced e-mail addresses.
VENDOR SUPPORT: The staff of WiredEmpire has been very accommodating and supportive. They were very prompt in answering questions and were flexible with phone training to accommodate our schedules. The WiredEmpire account representative proactively calls us about once a month.
DOCUMENTATION: The Campaign-Agent manual provides step-by- step instruction on how to use the application to complete each of the major steps of an e-mail marketing campaign.
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