Practising Law Institute begins using Aprimo Inc.'s Aprimo Marketing software by the end of the month to improve the efficiency of its operations, the institute said yesterday.
It will use five of the seven modules: Direct Marketer, Financial Manager, Marcom Manager, Strategic Planner and parts of Web Response Manager. Direct Marketer and Marcom Manager will be used immediately to automate list management and help with the organization's segmentation capability for direct mail, its most widely used tactic. The application also will be used to improve e-mail campaigns. Practising Law Institute, New York, said 90 percent of its marketing involves direct mail.
The organization currently manages some of its gathered data manually, such as returned e-mails and unsubscribe requests. Through the software from Indianapolis-based Aprimo, information will be captured and fed directly into the Aprimo platform. Once added to the system, the information can be merged with data from previous campaigns, resulting in what the institute hopes will be the ability to launch more targeted and personalized campaigns with clean and current information.
Practising Law Institute is a nonprofit organization that provides programs, publications and other services to attorneys nationwide.
