1. Tikit solution helps SJ Berwin LLP
streamline email marketing
As a leading corporate and commercial law firm, SJ Berwin holds
a strong global position. Established in 1982, the firm advises on a
comprehensive range of legal services including Corporate Finance,
Commercial, Real Estate, Finance, Reconstruction & Insolvency,
Financial Services, Litigation, Intellectual Property, Employment &
Pensions, EU & Competition and Tax.
The Situation
With over 170 partners and 500 lawyers and offices in Berlin, Brussels, Dubai,
Frankfurt, Hong Kong, London, Madrid, Milan, Munich, Paris and Turin, SJ Berwin
was finding it increasingly difficult to ensure consistency and brand control of its
publications across the entire firm, in particular with the ever increasing demand for
more effective HTML email communications.
In addition, the firm was keen to investigate new design and software technologies
which would allow it to significantly improve the look and feel of its marketing
communications and differentiate it from its competitors. A key consideration
for SJ Berwin was the ability to choose a solution which could integrate into its
existing InterAction Customer Relationship Management System (CRM). InterAction
provides the infrastructure for the firm’s business development function and is
used to centrally store the contact details of the firm’s client and prospect bases.
This information is accessible firm-wide and a comprehensive history of interaction
with each individual contact is also captured within the system. It was therefore
critical to ensure that the firm was able to continue to fully optimise the functionality
of InterAction.
After a four month review process and evaluating other providers, SJ Berwin selected
Tikit eMarketing. This decision was reached primarily because of the components
offered and the integration into InterAction. SJ Berwin recognised that it would have
a solid platform to control and build its corporate and marketing communications
now and in the future.
About Tikit
Tikit is the leading independent
provider of IT consultancy, services
and software to legal and accounting
firms. Tikit’s clients in the UK, Europe
and the United States include more
than 90 of the UK’s top 100 law firms,
20 of the top 50 US law firms and 18
of the top 50 UK accountancy firms.
Headquartered in London – and
listed on the London Stock Exchange
(AIM:TIK) – Tikit combines in-depth
knowledge of the business needs
of legal and accounting firms with a
unique capability to plan, implement,
integrate and support virtually all of
the IT requirements of a modern legal
or accounting practice.
Learn more at www.tikit.com
“The ease of use and
simplicity of Tikit
eMarketing is brilliant.
We needed a robust and
able solution that could
help us successfully manage
and deliver campaigns
but without a difficult and
cumbersome compilation
process, particularly for our
international offices. With
Tikit eMarketing we are
able to be highly creative in
our approach to building
templates”
Jaime Fuller,
Head Designer at SJ Berwin
Case Study
Tikit eMarketing

2. Tikit solution helps SJ Berwin LLP
streamline email marketing – continued
Why Tikit eMarketing?
SJ Berwin produces a wide range of HTML communications including 50 regular
newsletters. Traditionally, these would be compiled in Microsoft Word and be
distributed through Microsoft Outlook. This involved a partner and his secretary
spending hours compiling, editing and then sending out each newsletter to the
recipient list.
Not only was the compilation and formatting of the newsletters a time-consuming
and cumbersome process for all involved, but the resulting communications looked
bland. With Tikit eMarketing, SJ Berwin recognised that it would significantly benefit
from the enhanced design capability and brand control which the solution delivered
and would help the firm to increase brand recognition, particularly overseas.
Tikit eMarketing components
ReAction Server – a highly flexible tool for automating tasks such as event
management, newsletter management, surveys and data protection compliance. It
allows an organisation complete control over the appearance and functionality of
their e-communications.
E-Merge – a component which allows the user to deliver HTML or plain text emails
which are personalised to each individual contact.
EBF Message Wizard – a component which guides the end-user, who need
not necessarily have any html coding experience, through the compiling of the
message broadcast.
Bounceback – enables users to run a report on undeliverable emails, with options
for following up these incorrect contact details, therefore allowing for the constant
management of contact data.
Instant benefits
Once it was up and running, the firm reaped benefits from the system immediately.
The firm was able to redesign all its templates and make them available firmwide,
ensuring that any communications sent out were consistent with the firm’s brand
guidelines. This also helped the firm to be organised and work collaboratively across
all its offices.
The time previously taken in the compilation of newsletters was dramatically
reduced, resulting in better time management and a streamlined process. This freed
up valuable fee earning time to focus on business critical tasks, yet the overall design
and delivery of the newsletters improved significantly.
A feature within the newsletters encourages recipients to forward the newsletter
to any of their contacts to whom the newsletter might be of interest. As a result,
SJ Berwin has benefited from having 8 – 12 new contacts subscribing to newsletters
per issue – thus establishing introductions to new contacts and increasing the reach
of the firm’s communications and overall interest in the firm’s activity.
SJ Berwin also achieved greater control on its internal communications. Managed
by the business development team, marketing and HR emails alerting staff of social
events and firmwide news could be sent with Tikit eMarketing. Employee responses
were captured within InterAction through ReAction Server, reducing time spent in
entering data and making way for better planning and far better control.
Once all existing newsletters had been migrated to the new system, the firm’s HTML
designers turned their attention to enhancing the recipient experience. Research had
shown that the majority of recipients of the firm’s newsletters were viewing them on
mobile devices such as BlackBerries and iPhones. The firm decided to undertake a
second phase of development with the objective of improving the way in which its
marketing communications rendered on mobile devices and in a wide range of email
clients. Elements of the original templates were reworked and extensively tested until
“Tikit eMarketing has made
a significant contribution in
helping SJ Berwin to achieve
its overall business and
marketing objectives. With
our dispersed offices and
increasing marketing activity,
the solution helps us better
manage our communications
and streamlines the creation
and delivery process; Tikit
eMarketing was certainly the
best and most logical option
for us. We now have a tool
which delivers consistent
and professionally branded
communications which
provide us with competitive
advantage in the industry.”
Alison Jesset,
Marketing Operations
Manager at SJ Berwin
Case Study
Tikit eMarketing

3. Tikit solution helps SJ Berwin LLP
streamline email marketing – continued
the designers were comfortable that all visible coding had been removed and each
newsletter displayed clearly and legibly.
The functionality available in the newsletters was also enhanced, including the ability
to view a text or enlarged text version online and download a PDF version, and more
links were incorporated to drive traffic to the firm’s website.
Data Protection Compliance is a key issue for firms. With Tikit eMarketing, SJ Berwin
has ensured it is fully compliant in their eMarketing communications to contacts. It
achieves this by using ReAction Server to allow recipients to update their contact
details and mailing preferences, and to subscribe or unsubscribe to a particular
newsletter or opt out of receiving marketing communications from the firm. This
information is all captured in InterAction and ensures that contacts who have
unsubscribed are then excluded from future mailings.
Looking ahead
SJ Berwin is now using the solution exclusively as a platform for increased and better
HTML communications from a branding and consistency perspective. The firm uses
the solution to allow all its clients and contacts to manage their own newsletter
subscriptions, to indicate what they might be interested in receiving in the future and
to respond to event invitations as part of a controlled process which captures their
responses instantly in InterAction. This makes registration for events and delivery and
follow up of any marketing campaigns highly effective and better controlled.
Following roll out in its London office, the system is now being implemented in
the firm’s international offices, allowing each office to create its own marketing
communications through templates which are built and controlled by the Creative
Services department in London. Each office will therefore benefit from Tikit
eMarketing, and will be able to despatch consistent, professionally branded and
efficient communications without having to rely on the designers in London.
Over the next few months, the firm plans to measure the effectiveness of its
communications, and introduce tracking which will help it to more fully understand
the requirements of its target audiences.
Having significantly improved deliverability, SJ Berwin now plans to continue its
reader-focused approach by further developing their online communications with
specific emphasis on improving userability and personalisation. The firm also plans
to optimise the use of ReAction Server to integrate with its website, allowing new
contacts to manage their subscriptions and register for events.
Tikit’s head of CRM, Simon Elven, says, “SJ Berwin has embraced the improved
management and effectiveness capabilities of the Tikit eMarketing product. The firm
is already reaping significant benefit in terms of brand consistency and improved
email marketing deliverability.”
“It is essential that our
newsletters are versatile, as
well as being aligned with
the firm’s corporate identity.
In addition, the logistics
of the production process
needed to be addressed and
execution improved. Tikit
eMarketing has not only
allowed us to achieve these
objectives but has exceeded
expectations in terms of
design and functionality
of our newsletters. I am
delighted with what we can
now produce and what we
will be able to achieve in
the future.”
Simon Witney, Partner at
SJ Berwin & author of Private
Equity Comment newsletter
Tikit, 12 Gough Square,
London EC4A 3DW
T: +44 20 7400 3737 (London)
T: +33 15 560 1850 (Paris)
T: +34 91 185 9750 (Madrid)
T: +1 312 396 4040 (Chicago)
For further information about any of Tikit’s solutions,
services or products, please contact:
T: +44 20 7400 3737
E: simon.elven@tikit.com
www.tikit.com
About SJ Berwin LLP
SJ Berwin is a leading international
law firm which aims to give its clients
and staff the opportunity to excel.
Established in 1982, the firm has
grown to over 175 partners and more
than 400 other lawyers delivering
commercial legal advice to blue chip
financial institutions, international
companies and growth businesses
determined to succeed in today’s
competitive environment.
SJ Berwin is a full service
corporate law firm with strength
in commercial, communications,
media & technology, corporate/M&A,
employment & pensions, EU &
competition, finance, financial
markets, investment funds,
intellectual property, litigation &
dispute resolution, private equity, real
estate, reconstruction & insolvency
and tax.
Case Study
Tikit eMarketing