A NEWSLETTER EMPLOYS NEW TACTICS

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A NEWSLETTER EMPLOYS NEW TACTICS Powered By Docstoc
					     A NEWSLETTER
     EMPLOYS NEW TACTICS
     Finding a new job is stressful; job-search
     sites should help—not hinder—the hunt.
     CareerBuilder.com, the largest job-search
     and employment Web site, aims to ease
     the search burden by providing email
     newsletters offering relevant job postings
     and career advice. The site has teamed
     with ExactTarget, a marketing automation
     company, for more than five years, but
     recently launched a new segmentation
     campaign that won an ExactTarget award.
        Given that the old segmentation was on
     geographic region alone, Joanna Freeman,
     the site’s email marketing manager, admits
     the newsletters needed work. So her team
     segmented further—beginning with each           MIXING IN A LITTLE SUGAR
     recipient’s position in the job-search cycle.
     CareerBuilder and ExactTarget began
     gauging customers’ priorities by the num-
                                                     SWEETENS THE DEAL
     ber of mouse clicks on each newsletter          Geeks on the Way turned to SugarCRM to keep pace with
     link. A subscriber who hasn’t opened an         increasing demand
                    email in several weeks or




                                                     G
        Increased   has clicked few links, for                    eeks on the Way (GOTW)             intrigued with the whole concept,” he
                    example, is categorized                       provides technical support         recalls. “I wanted to use this technology
  personalization   as not actively looking for a                 both in person and remotely        so I could customize it…and also have it
           for the  job. The newsletter content,                  throughout Western Canada.         Web-based so I wouldn’t have to rely on
                    therefore, is focused more       How ironic, then, that the support pro-         terminal services or any other remote
newsletters is the  upon workplace tips than         vider needed help of its own in procuring       assistance-type software.”
   ultimate goal.   on, say, interview strategies.   a customizable and scalable CRM system             Leishman began perusing SourceForge,
                        “When you are applying,
                                                     to meet its growing business needs.             a Web site of open-source code and appli-
     we are there weekly [with new job recom-
                                                        Founded in 2001 by Chief Executive           cations, and he came up with a two-prong
     mendations],” Freeman explains. “If you
     ar
				
DOCUMENT INFO
Description: Finding a new job is stressful; job-search sites should help -- not hinder -- the hunt. CareerBuilder.com, the largest job-search and employment Web site, aims to ease the search burden by providing email newsletters offering relevant job postings and career advice. The site has teamed with ExactTarget, a marketing automation company, for more than five years, but recently launched a new segmentation campaign that won an ExactTarget award. Joanna Freeman, the site's email marketing manager, says increased personalization for the newsletters is the ultimate goal.
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