CUSTOMER STORIES, PARDOT, EMAIL COMMUNITIES
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%.
“We rely on our emails to keep subscribers informed, acquire new customers, and drive revenue. Our emails help us establish relationships with subscribers, as they position us as trustworthy experts in green building.”
“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.
“Using FeedOtter was a no-brainer,” said Jake Rose, Email Marketing Specialist for USGBC. “It was easy to set up and integrate with Pardot. It also gives us total control over the look and feel of our digests – without the need to ask a developer for help whenever we want to change something.”
USGBC’s marketing team can customize all of their digests. For example, they can choose the number of posts to include in each channel’s digest. They can also segment channels and tag articles for different themes, such as “updates” and “conferences.”
The USGBC team also appreciates the high-quality library of built-in email templates included with FeedOtter. The responsive, image-optimized templates allowed them to setup quickly and deliver emails that entice subscribers to click-through and read more articles.
“The responsive templates allow us to give subscribers a better experience,” said Nora. “We now have consistency across the board, and subscribers know what to expect.”
In addition to seeing an the open-rates increase the USGBC also saw:
“With FeedOtter, we don’t need to worry about our blog digests. We are confident they go out on schedule, function correctly, and will bring us lots of opens and clicks.”
Nora Jorgensen Knox
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