Breaking News: The CAJ Reports Email Marketing Success With VerticalResponse

Background

The Canadian Association of Journalists (CAJ) is committed to upholding democratic journalism by providing relevant panel discussions and online resources not only to journalists and editors, but the general public as well. The CAJ, founded in 1978, is a non-profit advocate for professional development and advocacy of all media, including print, online and broadcast. The CAJ works to bring together editors, journalists, producers and anyone else interested in journalism. Retired journalists and other businesses and organizations that support journalism fund the CAJ.

Problem

In an effort to expand their reach, the CAJ launched an online community called J-Source, which provides information, insight and tools regarding journalism in Canada. After launching J-Source, the CAJ wanted to continue its online expansion and get more personalized by targeting individuals who attended their events as well as reach out to people across the country through an email marketing program. The CAJ started their email marketing program using Microsoft Outlook to handle its emailing needs. They created various distribution lists but had to limit them to fifty names each to avoid being automatically rejected by SPAM filters. Knowing that their online community was growing the CAJ feared that their email deliverability would suffer if they continued to use Outlook.

Additionally, they wanted to send more frequent emails. Previously they would email only when they had an event and it seemed very difficult to send multiple mailings once they began a monthly newsletter. The CAJ needed an email service provider that could help improve email marketing by easily increasing the amount and frequency of emails while reducing the hassle.

Discovery

The search for an Email Service Provider initially led the CAJ to another vendor. However once VerticalResponse announced its non-profit emailing program, CAJ immediately made the switch to VerticalResponse. "We needed a higher volume service provider than the one we had been using and we needed one that was more affordable. The VerticalResponse program for Non-Profits is unmatched. Free is always the right price point, " said Heather McCall, the CAJ’s Program Manager. VerticalResponse for Non-Profits is a program that enables Non-Profit organizations to communicate with their supporters for free. Non-profits such as the CAJ are given 10,000 free emails per month as well as a 15% discount on any additional email credits purchased.

Solution

VerticalResponse became a quick hit at CAJ, allowing them to easily email their members and continue their mission. They had a weekly distribution list of about 1,600 so the 10,000 free emails was perfect and gave them a little cushion to send other emails as needed. The weekly emails allow for CAJ to keep journalists up to date on new topics, ensure standards of journalism and bring people together through upcoming events. With free emails every month, CAJ is able to use budgets previously reserved for email marketing to help advocate for better journalistic standards and to strengthen the journalism community at large.

Results

The CAJ appreciates not only the 10,000 free emails per month but also the many features and services that VerticalResponse provides. Another way, the CAJ is saving money and taking advantage of available resources, is by using the Google Analytics Integration with VerticalResponse. The CAJ attended VerticalResponses's Advanced Tracking and Reporting webinar and immediately after set-up their Google Analytics dashboard and linked it to VerticalResponse so they can see stats through Google Analytics.

The CAJ appreciated VerticalResponse's many online resources and customer support to help them take advantage of entire product and be successful. "VerticalResponse's is commited to helping their customers use their products and make the most of them in the context of the customers overall marketing efforts," said McCall.

The CAJ is committed to providing helpful and relevant information about the field of journalism and it wants to spread the news about VerticalResponse. In all their research, they did not find a better free product than VerticalResponse for Non-Profits. As with most free tools, the CAJ expected to come to a point where VerticalResponse could no longer support their needs. However after months of use, VerticalResponse continues to provide the CAJ with all that they need. McCall added, "with a lot of the free tools that we use, we have hit a ceiling where we have realized why it's free. Every free tool is lacking this or that or encouraging you to upgrade. Instead of giving us the barebones version, VerticalResponse has provided us with marketing tools that are real, useful and legitimate. I'm a user and a fan."