CANADIAN MANAGEMENT CENTRE (CMC)
CONNECT CASE STUDY
Canadian Management Centre (CMC) is one of Canada’s top Management training companies offering both online and in person training courses.
Mitigating the Impact of Non-Human Interactions on Email Campaigns
Tekside was asked to help CMC understand the impact of Non-Human Interactions (NHI) on its email marketing programs. NHI were contributing to an artificial 300-400% increase in open and click activity, adversely impacting website performance, campaign metrics, and downstream high-value sales activity.
Tekside performed a comprehensive NHI audit to determine the impact of filtering and security services. Tekside identified ~3% of their list as accounting for 58% of their click activity. Tekside implemented a multi-step roadmap including authentication improvements, a list hygiene process and custom reporting criteria to remove NHI’s.
By sending to the identified NHI segment separately, CMC was able to eliminate their website performance issues, as well as isolate a large majority of the non-human interactions. By implementing a custom reporting process, CMC was able to further eliminate a large number of suspected NHI’s, allowing them to pull behavioral reports of only ‘real people’.
Tekside helped us fully-understand and solve for the impact Non-Human-Interactions - and the resulting detrimental inflated response metrics - were having on our complex outbound campaigns.
Mai Thao, Director of Marketing, CMC
Segmented NHI subscribers to mitigate related website performance issues.
Optimized delivery to non-NHI recipients (people) during key delivery windows.
Increased confidence with true, meaningful subscriber engagement metrics.