Sailthru captures consumer data to deliver real-time insights

Sailthru aggregates and analyzes disparate consumer data.

Link
http://www.sailthru.com 

Specifications
Sailthru aggregates and analyzes disparate consumer data, including behavior across websites, email, mobile, and social media, to allow enterprise clients to create highly personalized and relevant customer experiences across multiple channels.

Features include profiles for individual consumers and consumer groups, the ability to automatically deliver customized content across all communications channels, optimization of recommendation links, and targeted email newsletters. Analytics cover page views and revenue metrics, downstream cohort behavior, customer lifetime value, and more.

Consulting services are also available.

Cost
Ranges from $50,000 to a couple of million dollars depending on contract scope.

User
Elliott Bell, director of marketing at The Muse, has been using Sailthru for about one year.

How do you use it?
I use Sailthru for all email acquisitions. It’s integrated with our website so when people sign up, Sailthru captures all of that data. Then we use it to comb through data and customize the user experience.

We look at data such as what job listings people view and what articles they read. This helps us identify what’s going to be most interesting to them, and then we email them relevant job listings and other emails.

We also use it for all of our transactional emails, so when people apply for jobs, we let them know that the employer received their application, and for all of the email-based online courses that we run.

Sailthru helped us set it up so it’s automated within our site. I log into the platform each day and set up and send our daily emails. This takes five minutes.

I use the analytics dashboard to monitor all emails that go through our site and pull out data. We can see the number of people who opened an email and the number who clicked on an email. It also shows us increased data around what people clicked on once they were on our website.   

If there’s a problem with the platform, I email Sailthru’s support team or our account representative. That triggers an auto reply that lets me know they’re looking into the issue. Usually within 10 minutes after that, they contact me with a resolution or let me know they’re working on a resolution.

Sailthru have been incredible, and that’s one reason we love working with them. Customer support is really part of the product.

How does it serve your business needs?
We’ve been rapidly growing, and Sailthru has helped us scale. A lot of what we do is connecting people and helping them determine what they want to do with their lives.

We didn’t previously have a mechanism to get people the information they needed when they weren’t on our site. A robust email strategy is a core part of our business, and Sailthru has helped us grow that in all respects. 

It’s helped us increase engagement and keep people involved with our product because we can track people, tell what each individual is interested in, and customize what we send them based on their interest. 

Without Sailthru, we wouldn’t have been about to create our Muse University, which offers free online courses. All of the lessons are email-based. Each email triggers another email, so people can go through a seven-day class and we don’t have to do anything to make that happen.

Sailthru also helps us drive people to our job listings, which is one of the most important parts of our business.

What are the main benefits?
It has significantly increased engagement. Our open, click-through, and time-on-site rates have gone up by at least 20%. That’s a testament to being able to email people much more personal and relevant information.

The automation of emails is a time saver for us. We send 20,000 to 30,000 emails per day for Muse University, and because it’s totally automated we don’t have to do a thing. 

What would you like to see improved/added? 
The interface we use to send emails is simple, but the user flow could be a bit better. A/B testing isn’t as intuitive as some other companies.

I can’t put my templates into folders.

These are all really minor things, and Sailthru is working on them.

Competitors
ExactTarget:
provides a suite of digital marketing automation and analytics software and services.

Oracle Responsys Marketing Suite: provides tools for managing marketing messages and campaigns across email, mobile, social, display ads, and websites.

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