Engage Readers with an E-newsletter
In November, 2007, Xerox Corporate Marketing Communications called upon Imagination to revamp Exchange, its e-newsletter that served as a sales tool and a point of information for customers and analysts. But it needed to be more effective; it was time for a change.
Dialogue, Not Just Information
Xerox decided to make the e-newsletter a marketing tool. The most important goal: create a high-level communications vehicle for ongoing dialogue—a true exchange—in order to engage their audiences. Other goals included: attracting more users to the site, improving search engine optimization to improve visibility, and growing revenue through integrated relationship marketing.
Imagination created a digital engagement strategy that integrates custom content, marketing and metrics.
Content
The custom content falls into four categories: innovation, sustainability, small and medium business, products and services, all of which leverage corporate marketing. Users can post comments, participate in polls, rate and share articles, and watch and listen to videos, slide shows and podcasts.
Marketing
Subscribers receive a quarterly e-blast highlighting exclusive content on Exchange, and the site is updated weekly to extend its reach and visibility.
Metrics
Imagination hosts Xerox Exchange and uses Omniture for metrics reporting. Metrics play a key role in how Imagination plans content and makes recommendations about strategy.
