The U.S. Green Building Council relies on Pardot's marketing automation to engage subscribers, drive traffic to their website, and educate an industry.
This is the story of how they optimized Pardot to reach a wider audience and increase website traffic while reducing email creation time 99%.
The U.S. Green Building Council (USGBC) is committed to a sustainable, prosperous future through LEED, the leading program for green buildings and communities worldwide. Each year, they send out more than seven million emails that educate members about industry news, events, credentials, and best practices. In fact, USGBC has nine channels that provide their 20 audience segments – from LEED-credentialed professionals to architectural firms – with relevant content.
However, sending multiple content-filled emails each week was beginning to become a challenge...
“We knew that we needed to leave our marketing automation provider so that we could gain more control over our blog digests,” said Nora. USGBC’s marketing automation provider had built a custom email template for their blog digests but the template gave them little control over how their digests looked and functioned. The digesto tool also wasn’t reliable. It often failed to pull the correct articles into digests and send out automated emails on time. “Our subscribers look forward to our emails, if an automated email didn’t go out, it hurt our reputation,” said Nora.
“Our regular digests are the best-performing campaigns,” said Nora. “They are driving traffic to our site so that people read our articles and engage with our content.”
In addition to seeing the open-rates increase the USGBC also saw:
The USGBC's top 3 tips for increasing blog, RSS email engagement
Optimizing & automating content email while keeping flexibility.
In 2017, USGBC moved to Pardot and added FeedOtter to automate their regular content emails while taking advantage of Pardot's reporting, sending, and automation features.
1. Include descriptions with your articles.
USGBC’s original digest template only included an image and a title. It didn’t provide enough information about an article to motivate someone to click. Including a short description of each article has boosted their page views.
2. Experiment with the number of items in each digest.
At first, USGBC included 10 articles in their monthly digest. But its emails felt overwhelming. They dropped to seven articles and saw an uptick in the number of people who engage with the monthly digests. Look for a digest tool that gives you the flexibility to make adjustments based on your performance.
3. Segment. Segment. Segment.
USGBC focuses on giving subscribers relevant content. If you dump everyone into one general list, you will see more unsubscribes.
FeedOtter is more than just email automation. We allow you to create routine emails in minutes that previously took hours.