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Case Study

Anteriad drives 4X ROI for SHRM’s Digital Transformation

4:1 return on ad spend
10x increase in email output

Challenge

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.”

shrm-logo

Customer Testimonial

Anteriad delivered ROI and infused more agility into our acquisition program. SHRM now sends a personalized cadence of emails, communicating with HR professionals every 10-14 days, creating a membership journey based on the content to which the audience is most receptive.
“We can now test new content and get real-time engagement insights to determine more easily the strongest creative. This process is the catalyst for an agile marketing approach, as they can quickly identify the best performing content to roll out across channels, saving time and increasing performance.

Yancey Burgess
Manager, Marketing Audience Segment
SHRM

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