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.

Canadian Management Centre (CMC) is one of Canada’s top Management training companies offering both online and in person training courses.

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CASE STUDY

Canadian Management Centre (CMC)

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SOLUTION

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.

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RESULTS

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’.

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Enablement
& Integration

Segmented NHI subscribers to mitigate related website performance issues.

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Implementation
& Activation

Optimized delivery to non-NHI recipients (people) during key delivery windows.

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Practitioner's
Perspective

Increased confidence with true, meaningful subscriber engagement metrics.

"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