Case Study: Arizona Society of CPAs

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The Arizona Society of Certified Public Accountants (ASCPA) is a leading professional organization of nearly 6,000 members with a mission to enhance the success of its members through continuing education, networking opportunities, and advocacy. The society and its members help strengthen the CPA profession by working together to better serve the public.

For Heidi Frei, Director of Marketing, and her team, email marketing took up a significant amount of time – time that could have been better spent serving their current members and attracting new members. With a large fraction of their marketing efforts happening through email, the society was at the mercy of the capabilities of their email platform. Certain challenges stood in their way of better communications: site security limiting work processes, an email editor that constantly broke the template without extensive HTML knowledge, and limited reporting options – were all at the top of the list. On top of their challenges, ASCPA was undergoing a brand refresh and needed their emails to reflect the new look and feel. ASCPA’s marketing team wanted the freedom to create visually appealing, mobile responsive emails, and the ability to conveniently work from anywhere without having to depend on a third party.


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