Campaigner’s Luc Vezina Boosts The Message Of Email Marketing
Campaigner is an email marketing company that is modifying the way advertisers look at direct marketing proving that a campaign’s ROI could be shot through the roof with something as simple and personal as an email. The Vice President of Marketing and Product Management for Campaigner, Luc Vezina took some time to answer a few questions for Adotas:
Adotas: So how did Campaigner come to be?
L.V.: It started back in 1999. We were one of the first SAAS email marketing companies. Originally the idea was to provide a whole set of online marketing tools but we eventually ended up focusing on just email marketing.
Adotas: What practices or companies have inspired the way Campaigner has approached email marketing?
L.V: Email marketing is a new technology but the marketing theory behind it is not much different. Many of the existing direct marketing practices are what inspire us – our technology just makes direct marketing easier, better, faster and less expensive.
Adotas: How does Campaigner utilize its own services?
L.V.: We like to eat our own dog food. We are doing newsletters, long term lead nurturing email series, automated email sent on behalf of sales reps, etc. Like many modern marketing departments, we wouldn’t be able to live without it. There is no other way to keep in contact with so many customers and prospects that are using different products or are at a different level of experience.
Adotas: How have you seen the market change and the demands for your services evolve?
L.V.: Yes. Everyone is doing it now and it’s nice not to have to explain why it’s the best online marketing tactic and why ROI is unbeatable. There is however a wide range of experience level out there. We need to help people who are just getting started and experts whose businesses depend on the success of their email marketing campaigns. Ubiquity also means that you have to be different to stand out. Our customers want to be able to better target their email campaigns and we want to make it doing that easy for them.
Adotas: How would you say that Campaigner REALLY differentiates itself from its competitors?
L.V.: Our products are really easy to use. That sounds like a cliché but it’s true. Macs and iPods are popular because of their slick design and intuitive interfaces. Over the years marketers have repeatedly told us how they find themselves doing a lot of manual list manipulation and having to deal with IT and database people to get their campaigns done. They’ve also told us that time to implementation and having control of the tool is important. A small or medium business just can’t afford the professional services fees charged by some vendors to implement. As a SAAS email marketing company with virtually all of our functionality out of the box, it’s quick and easy to get up and running and see ROI. Recently a customer that sells video games for mobile devices was able to break their single day sales record 14 days after purchasing CampaignerPro. That’s the kind of thing we want to do for each and every one of our customers.
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