polarity-partnerships

About the company:

Polarity partnerships is a California based consulting firm that helps individuals, professionals, and businesses scale up their potentials using the concept of Polarity Thinking™. With a mission to "Promote a higher quality of life for individuals, organizations, and the planet through Polarity Thinking™, the company offers a variety of online certification courses, including strategic development, leadership development, and organization development.

The challenge:

The company receives a lot of email, phone, and online enquiries about courses being offered, on a day-to-day basis. They also get many online registrations for different courses. That's a lot of data for a small team to manage! So, they wanted a CRM to organize their data, and after research they narrowed down to Zoho CRM. After gathering the data in their CRM, they also wanted to engage all their contacts in different ways. That's when they started looking for a email marketing software that will smoothly integrate with their CRM, make managing data easier for them as well as help them reach the right audience with the right message.

The solution:

They initially used Constant Contact for email marketing. After using it for a while, they realized the need for a simple and easy-to-use email marketing product that will seamlessly integrate with the existing CRM and not just be a mass mailing tool but add more value to all the data they had. Zoho Campaigns was their obvious choice, for it integrates well with their CRM system, and also has all the tools to help them reach and engage the right target audience at the right time.

Here is how Polarity Partnerships uses Zoho Campaigns:

Integrating Zoho CRM with Zoho Campaigns:

They use the integration between the two products to their advantage by creating as many custom fields as they want, and pull all the relevant data from CRM into Campaigns.

Designing and distributing content:

The company usually sends a lot of video tutorials and webinar information on email. When they send important information, they also use A/B testing to test subject lines and email content to see which version brings more open rates. This way they understand their audience's behavior to tailor future campaigns.

Reaching out the right people:

Polarity Partnerships handles a niche audience, and the content they send needs to be really specific and useful. The company uses workflows to segment the contacts and group them based on the recipients' preferences and just send what the audience wants from them.

The Result:

Increase in website traffic.
Increase in the number of contact requests.
Managing data has become so much easier.
Better understanding of the audience and demand pattern.