The Company
The Jackson Laboratory is an independent, nonprofit biomedical research institution and National Cancer Institute-designated Cancer Center. With over 1,400 employees based in based in Bar Harbor, Maine, and in Sacramento, California, its mission is to discover the genetic basis for preventing, treating and curing human disease, and to enable research and education for the global biomedical community. Along with their research, The Jackson Laboratory provides scientific resources, techniques, software and data to scientists around the world.
The Challenge
As a non-profit organization, The Jackson Laboratory struggled with limited resources and a never-ending list of marketing initiatives. Given the complex nature of its business and sales program, The Jackson Laboratory needed an email and marketing automation solution that would allow it to easily create and send highly targeted and relevant automated messages based on lead scores and past behavior of the contacts in their database.
“When we were looking to move to a more sophisticated solution, our focus was on finding one with which we could grow our programs as we worked to integrate our CRM and increase our focus on scoring and nurturing leads” says Peter Murphy, Marketing Communications for The Jackson Laboratory approach.
The Solution
The Jackson Laboratory selected Silverpop Engage for its user interface, automation features, integration with Salesforce.com, and capabilities to merge and manage data and improve deliverability. Participating in Silverpop’s SureStart program enabled The Jackson Laboratory to implement Silverpop Engage rapidly and begin taking advantage of sophisticated Engage features sooner than planned. Within six weeks of implementing Silverpop Engage, The Jackson Laboratory built and launched a preference center using Engage Web Forms, allowing them to capture therapeutic and service interest areas to help push relevant messaging and content to the right contacts.
Capitalizing on the improved data collected via their preference center, The Jackson Laboratory used Engage Programs to create five unique automated campaigns to various audiences, ensuring they are sending the right message to the right contact. By creating multi-track programs that use decision diamonds to properly route contacts through each program, and Dynamic Content to ensure relevancy, The Jackson Laboratory has created programs that enable them to better interact with their audience, while eliminating the previously manual process they underwent for each mailing before using Engage. “By using Engage Programs to launch automated nurture campaigns we have been able to increase the effectiveness of our marketing communications, without increasing the volume of our messages. The results of our email communications has increased exponentially” says Murphy.
The Results
The Jackson Laboratory quickly implemented and began using a multitude of Engage features, and they are just as quickly reaping the benefits. Since using the Engage field values report to clean their data, and then implement a preference center, they are seeing an average deliverability rate of 99.6%, a 42% increase in deliverability since before using Engage. They have also seen a reduction in form abandonment with their preference center and garnered a 10% database growth in three months, including an increase in newsletter sign-ups within the first week of launching their preference center. Additionally, they are sending fewer mailings than prior to using Engage and achieving better campaign results, including a 57% completion rate for their Engage programs, showing a level of prospect engagement they had not previously enjoyed. As The Jackson Laboratory continues to use Engage to grow their marketing programs, they are looking to implement Silverpop SnoozeTM, Progressive Web Forms, and complete an Engage integration to Salesforce.com.”
Download the PDF to learn how The Jackson Laboratory used Engage Programs and the Silverpop SureStart program to streamline its communication process and better target prosects.
