Anteriad drives 4X ROI for SHRM’s Digital Transformation

In 2020, Society for Human Resource Management (SHRM) faced a sharp shift to digital as COVID-19 drove demand for remote HR support. Traditional direct mail wasn’t reaching newly remote members, requiring a quick pivot to reach their audience. 

Solution: An agile, omnichannel email strategy 

Anteriad restructured SHRM’s approach to connecting with members and prospects through targeted email, using data insights to adapt content, messaging, and audience testing for stronger engagement. 

Key enhancements: 

• 10x email output: Expanded reach by increasing SHRM's email frequency and content diversity.
• Audience expansion: Broadened targeting to include non-HR roles handling HR functions.
• Real-time testing: Enabled SHRM to test content rapidly and refine based on engagement metrics.
• Instant feedback: Email metrics provided immediate insights, improving decision-making across channels.
• Event promotion: Boosted attendance for SHRM’s in-person and virtual events. 
  
  

Results: 

Anteriad helped SHRM pivot to a multichannel, email-driven marketing strategy, yielding: 

• 4:1 ROAS: Email channel delivered a 4:1 return on ad spend, outperforming initial direct mail campaigns.
• Cost savings: Email reduced reliance on costly direct mail, optimizing budget allocation across channels.
• Stronger content strategy: Data-driven approach enabled SHRM to personalize content, engaging HR leaders more effectively and fostering a deeper community connection. 
  
  

Bottom line:   

Anteriad’s partnership helped SHRM transform their outreach, making them a go-to resource for HR leaders navigating the “new normal.”