What if some of your e-mail newsletters stop arriving with your readers? That happened to Royal Eisma a few years ago. From their digital strategy, there was already a desire to professionalize email marketing. An incident with blacklisting at their then shipping platform caused this process to gain momentum. Since then, Eisma has become one of the most advanced users of Ternair. With more than 30 newsletters, smart sales flows and lead scoring campaigns, they are now using their content and data in the best possible way.
"Without blacklisting we would have gone for marketing automation in the end as well, only it helped us to make choices and implement them faster," says Monique of Royal Eisma. "The possibilities with Ternair are endless - and we are already trying to take full advantage of them. From smart flows for recruitment and retention to campaigns that give us valuable insights and richer visitor profiles.
From wish to opportunity: start of cooperation
Koninklijke Eisma, publisher of professional information, teaching materials for secondary education and Christian books, was struggling with delivery problems of their e-mail campaigns. Newsletters in particular - about 1.5 million per month - were experiencing delays or blockages. Switching to Ternair not only solved the delivery problem, but also laid the foundation for a broader marketing strategy.
Newsletters: scale and relevance
Eisma's newsletters are almost all based on RSS feeds from their title sites. Editorial productions are thus automatically and efficiently repurposed for e-mail. The scale is impressive: over 1.5 million newsletters per month with average open rates of 42% and click-to-open of 16.5%. Through Ternair, these newsletters are dynamically composed, sent and monitored.
Book growth with smart flows
In addition to the regular newsletters, an important commercial goal for Eisma is to grow the subscriber base. To do this, they deploy various flows, such as:
Announcement of digital editions: These emails are sent automatically to digital subscribers and print subscribers, depending on their subscription type.
Trial period campaigns: By cleverly offering and following up on trial subscriptions through automated flows, leads are effectively converted into paying subscribers.
Digital change distribution: For business titles, each month determines which recipients receive a free digital edition - a valuable tactic to drive conversion to paid subscriptions.
