Marketing Excellence Awards: The ABBAE Bulletin

Allana Buick & Bers, Inc. (Palo Alto, CA), a 100-person architectural engineering firm, is the fifth place winner in the External Newsletter category of Zweig Group’s 2015 Marketing Excellence Awards for The ABBAE Bulletin. The ABBAE Bulletin is ABBAE’s semi-monthly newsletter designed to inform and educate current and potential clients of new technology in the industry, services the firm offers, current news, new hires, and events within the company. The newsletter features educational articles that teach readers about the latest updates in the architectural-engineering and building industry in addition to relevant case studies that show readers how the technology performs in real-life scenarios. The online newsletter is sent out using Constant Contact, so the firm can quantitatively measure how well it is doing. With The ABBAE Bulletin, the firm wanted to create more customized content that its readers would be interested in. The ABBAE team strives to constantly improve click-through and open rates. They use the statistics every month to tailor and improve the type of content they share in addition to different organizational layouts, titles, and other components. The firm utilizes an email service to reach its audience. Through regular communication, they aim to stay on their clients’ radar so they are front-of-mind when their services are needed. ABBAE was looking to increase its click-through, read, and interaction rates. Through the use of abstracts and quick snippets with links to read more in-depth material, ABBAE was able to increase its click-through rate from 25 percent to 40 percent. The interaction rate improved from 11 percent to 20 percent. The firm was able to obtain the statistics of reader interaction through Constant Contact’s analytics. In addition, upon learning of new services in the newsletter various clients contacted the firm regarding potential new projects. For more info on the Marketing Excellence Awards click here. The 2016 Marketing Excellence Awards are open for registration! Click here to register your firm.