Mpix Migrates from In-House Email Marketing Solution
Digital Imaging Lab Increases Campaign Visibility While Decreasing Operational Costs
DURHAM, NC - May 23, 2007 - Bronto Software, Inc. today announced that online digital imaging lab Mpix recently migrated from an in-house email marketing solution to Bronto. Mpix, a division of Miller's Professional Imaging, the largest professional photography lab in the United States, joins a growing list of marketers looking for an alternative to their legacy, in-house solution.
Mpix uses Bronto to deliver product emails to a base of over 160,000 contacts. With such a large database to actively maintain, migrating to Bronto allowed the company to experience almost immediate operational cost savings.
"We did not previously factor in the additional 'hidden' costs of operating an in-house solution such as the time our engineering and IT teams spent supporting the cumbersome technology as well as maintaining associated databases and servers," said Marcus Miller, web developer for Mpix. "With Bronto, we greatly reduced those operational costs and gained tremendous visibility into our email marketing campaigns that was not possible with our legacy system."
Prior to Bronto, Mpix had little insight into deliverability of individual email campaigns. The company's in-house solution offered minimal visibility into whether its messages were properly delivered, opened, or clicked-on by recipients. In addition, with increasingly stringent deliverability and spam compliance guidelines, it was important for Mpix to maintain clean contact lists. Bronto ensures customers can properly maintain whitelist status with major ISPs while remaining compliant with CAN-SPAM regulations.
Many migrating customers also appreciate Bronto's segmentation capabilities. While most in-house solutions do not provide segmentation, Bronto customers can segment contact lists based on user behavior. For example, Mpix can now capture previously unrealized revenue by segmenting users based on whether they opened an email. By employing an innovative "remail" tactic, Mpix can repurpose the same message content with a fresh subject line and send to those users who had not opened the original email. Several existing Bronto customers have successfully used this tactic to increase sales conversions 30-50%.
"In many cases, struggling with an in-house email marketing solution can severely limit a marketer's ability to fully maximize their email marketing investment," said Bronto CEO Joe Colopy. "By working with a proactive solution provider, companies like Mpix can implement industry best practices and proven tactics that will ultimately drive bottom line results."
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