Giving Customers the Answers: How Lift-All Uses Constant Contact Teams to Communicate Complex Information

When you’re equipping customers with tools to lift thousands of pounds of equipment, communicating accurate, useful product information isn’t just marketing; it helps customers do their job safely. 

Lift-All^® manufactures slings and industrial lifting and load securement products for customers around the world. Safety and education are central to the company’s mission, and the team has a lot of technical information to share, ranging from product details to safety guidance and educational resources. 

Their challenge wasn’t a lack of information or expertise. It was finding better ways to communicate that knowledge to customers and understand whether they were actually engaging with the content. 

“We have the information; we just have to find a way to actually communicate it properly,” said Christina Reynolds, Marketing Manager at Lift-All. 

From blindly sending information to understanding engagement

When Christina joined Lift-All, the company relied on Outlook as its main way to communicate with its customers. The sales team was getting information in front of customers, but there was no visibility into what happened after an email was sent. 

“If you don’t know how the customer is interacting with the information sent and you don’t know what the customer wants to know, then it’s just noise in their inbox. And you can’t really take it anywhere else.”

Christina wanted to move beyond the bare minimum. She wanted a strategy and tool that could help the company better understand customer interests, give the sales teams useful information to continue those conversations, and ultimately help customers get the answers and information they need.

This led Christina to move Lift-All’s customer communications from Outlook to Constant Contact Teams. With better visibility into engagement across campaigns, she could move beyond sending information and start using customer insights and responses to shape future communications and better understand what customers wanted to hear.

“Before using Constant Contact, my day-to-day life was less informative … we worked on internal feedback, whereas now we can see external feedback as well and take both into account.”

That visibility has helped Christina feel more confident in Lift-All’s communication strategy. 

Streamlining creation with Canva, Vimeo, and templates

Turning Lift-All’s complex, technical expertise into clear, engaging content requires more than simply deciding what information to share. Christina also needs to create campaigns efficiently while maintaining brand consistency across every email.

Constant Contact’s templates help her do both, allowing her to build consistent and on-brand emails without sacrificing quality and adding more work to her plate. 

“The templates that Constant Contact has are a great stepping stone,” said Christina. “I use those to keep it [emails] consistent with our brand, it takes that off of my plate.” 

Christina also uses the Canva integration to create campaign assets and Vimeo to embed video where it makes sense. Once an email is ready, she distributes it to the sales representatives she works with, giving them ready-to-use campaigns for their outreach. 

Saving time on analytics and reporting

Lift-All has been a Constant Contact Teams customer since 2022, and as the platform evolved, new product improvements have made an especially significant difference for Christina. As a small marketing team supporting 10 sales managers, she needs to understand what’s working across company campaigns and across individual accounts without spending hours manually piecing together information from each account. 

The recently introduced Hub dashboard gives her a more streamlined way to do that.  By separating overall account analytics from campaign metrics and individual sales accounts, the redesigned experience makes it easier to find and analyze the information she needs, understand the performance across multiple accounts, and spend more time analyzing data. 

“The reporting feature — I cannot speak highly enough of that reporting,” Christina said. “I would block a whole half day just so that I could get the reporting done. Now it takes me an hour ….”

The difference is especially noticeable when Christina is managing multiple accounts. Rather than sorting through separate sources of information, she can see analytics at the top level and then drill down into the corporate campaigns and individual accounts she manages. 

“The redesign really helped because it breaks up what I see. It puts analytics of all of the other accounts that I work with at the top, and then shows the campaigns that I use on a corporate level (everything I send out). It divides up those two worlds, making it a little bit easier to find the information I need.”

Expanding reach and empowering sales

A more intentional email strategy also helped Lift-All expand its audience and give sales managers more tools to communicate with customers. Through email, the company can share product information, educational resources, and safety guidance to potential customers, distributors, and engineers. 

That reach extends through all district sales managers, who maintain close relationships with customers in their individual markets. The approach starts with a consistent monthly theme, giving sales managers a unified voice and allowing them to personalize their messaging to their customers.

“We have an overarching theme for each month that we do,” Christina explained. “A template gets created and then it gets shared with our sales managers, and they share it with their customers.”

Creating a customer feedback loop

The visibility into engagement has created a stronger connection between marketing, sales, and customers. Rather than relying solely on internal feedback, Christina can now see how customers respond to campaigns and hear directly from sales managers about their interactions.

“Our sales managers have reached out to me after campaigns have gone out with customer feedback almost instantly,” she said. Within the first six months of launching their new email marketing program, the impact was clear. 

“One of our sales managers sent me an email from a customer who said, ‘Hey, this is really great. Can you share this information with me?’ I probably could have done a happy dance around the office because that’s it – that’s the goal! It’s working, it’s working,” she said. 

Making a small marketing team feel like a team of many

Christina is responsible for marketing strategy, content creation, analytics, sales enablement, and the day-to-day work required to keep Lift-All’s customer base informed. Using Constant Contact has helped to take some of the repetitive tasks off her plate and created room for Christina to focus on the strategy and creative thinking behind her campaigns. 

“There’s a lot of moving parts in a marketing department,” she said. “If I have a resource that can do some of it and it can make my job a little easier so I can focus on the creative aspects of our topic, or I can think about how to get this information to the user clearly and efficiently, then I’m winning. If Constant Contact left, I would feel like somebody from my marketing department left.”

Ultimately, Christina’s marketing strategy isn’t simply about sending more emails, growing an audience, or improving reporting. It’s to make sure Lift-All’s expertise reaches customers and distributors in a way they can understand and use. 

“The benefits of Constant Contact have made Lift-All present a clear message while being able to brainstorm for the future and make sure that our information to customers is what they want to know.”