How Magnus Health optimized email using real-time analytics

摘要

Magnus Health provides student medical-record solutions to schools and universities across the U.S. Its target customer can be a school nurse or a district's or university's financial officer. Email marketing figures heavily in its sales and marketing efforts, said Chris Utah, the company's director of sales; it's used for everything from engaging prospects early in the sales process to sending out quotes or invitations for Web-based, one-on-one demonstrations of the company's products. However, email wasn't providing the insight that the sales team needed, Utah said."In inside sales, you need to be good at reading people. You have to see if people are doing what they say they are doing," he said. "In email, the equivalent of that is seeing when something is opened, who read it, who it may have been passed to, if there are several opens in the period of a few hours. That was the piece we were missing."