Genesys Scales and Automates Global RSS Content Distribution with FeedOtter

Similar to other enterprise software platforms, Genesys relies on its blog content to regularly communicate with prospects and customers via RSS email and keep them returning to its website for the latest news and updates about its offerings. 

After recently switching email service providers, Genesys was eager to find a solution it could use to deliver RSS blog content in a personalized, localized way, complete with reporting and tracking. 

Challenge: Customizable Global RSS Content Distribution

One of the company’s largest pain points was a need for global content distribution. Most ESPs do not have feature-rich RSS email functionality. The Genesys marketing team needed a tool that could allow dynamic RSS emails in various global languages. This required customization on many levels. 

The Genesys marketing team’s ability to create unique calls to action (CTAs) and custom email designs was limited. The team created a ‘must-have’ list of requirements for its new solution: 

• Automate regional emails to send when new content is published—and in that region’s language 
• Customize unique CTAs because the content is region- and language-specific and they needed to reflect that 
• Customize email design and HTML to ensure content and images look great across all regions and email clients 
• Track and report emails metrics within Eloqua and website traffic in Google Analytics 
• Easy to implement and low maintenance — essentially “set it and forget it” 

Strategy: Automation at Scale

The main goal for Genesys when it began its FeedOtter implementation was the ability to quickly scale and automate its global email programs. The Genesys team started small by creating a limited number of automated, custom emails. 

Once the FeedOtter solution proved effective and enabled the flexibility the team needed to format and edit CTAs and content for every global region they serve, they ramped up to 25 unique automated emails localized for 11 different markets and distributed to thousands of audience members weekly. 

Results

With FeedOtter, the Genesys global team is able to gain more visibility to their blogs, with triggered emails actively searching for new posts. This added functionality has allowed Genesys to build more strategic campaigns incorporating blogs, and more regional teams are now focused on relevant content output. 

FeedOtter’s ability to measure email performance has helped Genesys create a baseline in terms of open rates and click-through rates. Because a unique email is sent each time to a contact, the Genesys team can now evaluate spikes in performance and dips, have consistent performance, and track open rates and click-through rates. 

“Sending a unique email into the instance every time it deploys does allow us a little bit more granularity into the email performance. Having these unique emails in the automation has been helpful for reporting and feedback” — Ben Carlisle, Marketing Automation Specialist, Genesys

Within the first three months of integrating FeedOtter, Genesys saw:

• A 227% increase in website visitors
• A 257% increase in new site visitors
• A 157% increase in web sessions from their RSS emails