Thomas Murray, a specialist custody rating, risk management, and research firm serving the global securities services industry, has reported a 50% reduction in the cost of its email marketing operations.

The company switched from Salesforce.com to SugarCRM in a recent technology rollout said that the time taken to release a marketing paper has been cut, with management of distribution lists for a typical release now taking one hour, compared to a day using the previous system.

With over 7,000 clients in the charitable and financial services sector, Thomas Murray required a centralised system for storing contacts and maintaining distribution lists. The company had purchased licenses for Salesforce.com to address the problem but the per-person pricing scheme for emails was expensive. “We wanted to send email campaigns and newsletters to over 2,000 people a day,” said Albert Kwok, operations and development manager at Thomas Murray.

“Salesforce was limiting us to 500 emails a day before hitting us with a high tariff.”

He added that Thomas Murray also wanted to produce targeted email lists for product releases, campaigns, and client newsletters. Automatically managing sales and contact distribution lists was equally important.

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