HDS reduces global e-mail costs with Exacttarget

Exacttarget has revealed that Hitachi Data Systems (HDS) has reduced its global e-mail costs while boosting brand governance and accountability using its online marketing campaign management platform.

Integration between technology providers Exacttarget and Webtrends - made possible by Exacttarget's Extensions Network - allowed Hitachi Data Systems to create an online marketing platform to support its global network of field marketing offices and sales representatives who had previously managed their own digital marketing campaigns.

Using Exacttarget's Lock and Publish feature, Hitachi Data Systems' corporate marketing team created a global e-mail template that was locally customised and translated into as many as 18 foreign languages.

Regional marketing managers share marketing materials and successful campaign content across the company's global network through Exacttarget's enterprise content library.

As part of Hitachi Data Systems' international deployment, the company turned to Exacttarget's professional services team to create a solution to ensure customers across Europe and Asia did not receive duplicate messages from multiple business units.

Implementing the global subscriber list boosted overall e-mail performance and reduced spam complaints, according to Exacttarget.

The services team also helped Hitachi Data Systems create a training programme to educate its global sales and marketing teams to maximise return on investment.

The training programme provided tips on account administration and content creation, as well as education and development of a custom lead-nurturing campaign.

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