Six years is a long time for any business to keep using the same email platform. In this case study article, we want to introduce Truth in IT, a lead generation company that has relied on Elastic Email since its earliest days and has stayed with this email platform as its business grew.
Table of Contents
- At a glance
- Truth in IT - a lead generation business built on webinars
- Email as a crucial means of communication
- Choosing Elastic Email
- Using Elastic Email in practice
- Conclusion
- FAQ
At a glance
Truth in IT is a lead-generation company in the webinar marketing space that has been an Elastic Email customer for roughly six years. Its primary use case is weekly webinar invitation campaigns, and its complaint rate has stayed below 0.01% throughout that time. The features it relies on most are deliverability and reporting, list splitting and segmentation, the Campaign API, and both the drag-and-drop and HTML editors.
Truth in IT - a lead generation business built on webinars
Truth in IT is a lead generation company. Webinars are its core product, but really a means to an end: the company hosts and promotes webinars created by its clients, listing them on truthinit.com and driving registrations primarily through email marketing.
We spoke with the company's CEO, whose role at Truth in IT covers, in his words, "pretty much every hat in the company." That includes sending the emails himself. He acquired the company years ago, inheriting an existing email setup, and has since built out a sending operation that mixes several platforms and tools around one central goal: getting webinar invitations in front of the right people.
Email as a crucial means of communication
For Truth in IT, email is the backbone of the business because of how targeted it is. As the CEO explains, when you look at the full list of channels available for reaching an individual directly, from LinkedIn to organic search to phone calls to Twitter, the list narrows quickly.
You know, phone, text, email for outbound. So in any case, email serves that role for us much more efficiently than phone or text or any of the other channels." CEO of Truth in IT
Truth in IT knows exactly who sees its outreach and who it wants to see it, and email lets the company hit that audience directly and efficiently, rather than hoping the right people stumble across a post or a search result.
Nearly all of what Truth in IT sends through Elastic Email is campaign email: invitations to upcoming webinars. The company invites its full audience to its campaigns on a regular cadence, generally one webinar invitation a week, matching the pace at which it runs webinars. The CEO has experimented with including multiple webinars in a single newsletter and may return to that format, but for now, one focused email per week is the standard.
Truth in IT email metrics
Choosing Elastic Email
Truth in IT found Elastic Email the way a lot of long-term customers do: through word of mouth. The CEO recalls a friend, possibly a media partner or someone the company worked with, recommending Elastic Email. There was no formal evaluation process. The Chief Executive uploaded some records and started sending.
Truth in IT does send email through several platforms today, each serving a different purpose in the business, a setup that reflects the company's history and the different tools that came bundled with earlier acquisitions and partnerships. Elastic Email has become the primary platform for outbound webinar invitations, the core of the business.
The deliverability is great. You know, the reporting is great. The thing I really love about you guys the most, which none of the other platforms, in my opinion, does a good job of, is data handling, data management. So, for example, the ability to take a list and split it up into smaller lists. You can split up into n random lists. And the ability to move and copy records from list to list is really nice. The dynamic segments are super easy to create, and exporting records is very fast.”
What kept the CEO on Elastic Email after that first small upload was deliverability and reporting, paired with something he says he hasn't found matched elsewhere: data handling. He points specifically to the ability to split a list into any number of smaller, randomized lists, move and copy records between lists quickly, build dynamic segments with ease, and export records fast. On top of that, the team uses the Elastic Email, which he describes as "really robust" and "really easy."
Asked directly whether deliverability is something he actively monitors or something he's simply stopped worrying about, the Chief Executive’s answer was the latter: it's not a source of concern anymore. Today, the complaint rate across his sending sits below 0.01%, a figure he's kept an eye on and stayed proud of throughout the six years.
Enjoying this content?
Using Elastic Email in practice
The Chief Executive's daily routine with Elastic Email starts with one thing: reviewing click rate, open rate, unsubscribe rate, and complaint rate over the trailing 30 days, and how those numbers have trended over 7, 14, 30, 60, 90, and 120 days. Given how many things compete for his attention running the business, this is the one metric set he checks without fail.
Individual campaigns inside Elastic Email don't map one-to-one to what Truth in IT thinks of as a "campaign." What the CEO and his team consider a single campaign, spanning a week, two weeks, or a month, is actually made up of many individual sends inside the platform. The 30-day view is the snapshot that matters most to the business.
Design work happens largely inside the Elastic Email editor itself. Rather than building each email from scratch in a separate design tool, the team keeps a working template, copies it, and swaps in new text, images, and links for each webinar. Truth in IT uses both the drag-and-drop editor and the HTML editor, depending on the task, a combination the Chief Executive admits is a little unusual.
Beyond the visual editor, Truth in IT uses Elastic Email to create and schedule new campaigns. The workflow isn't a bypass of the Campaign Designer: the team still builds each email manually inside the platform by copying an existing template and updating the image, copy, and links. The API comes in after that, tying the finished template to the right list and setting the send time, which lets the team schedule campaigns programmatically once the creative work is done.
For Truth in IT, the value Elastic Email delivers comes down to something deceptively simple: bulk mail sending with strong deliverability and good tracking, applied to what he considers one of the most genuinely complicated parts of running the business.
Truth in IT doesn't track specific KPIs back to Elastic Email as a platform. The goal is simpler: keep click, open, unsubscribe, and complaint rates healthy, and let the platform handle the underlying complexity of records, rendering, and inbox placement.
List & Segments
Easily upload and store your email contacts on your Elastic Email account. Add them to contact lists. Divide your audience into segments that update automatically whenever a contact meets specific criteria.
Learn moreEmail Logs
Keep track of every email you send, with detailed insight into opens, clicks, unsubscribes, and complaints over time. Monitor trends across custom date ranges to catch issues early and keep your email sending healthy.
Learn moreDrag&drop Email Designer
Build professional emails in minutes, no coding required. Start from scratch or choose a ready-made template and customize it with an easy drag-and-drop editor. You can also create templates in our raw HTML editor for full control when you need it.
Learn moreConclusion
Six years after a word-of-mouth recommendation and a small, unplanned first upload of records, Truth in IT still runs the bulk of its webinar invitations through Elastic Email. What started as a simple setup has grown alongside the company, now underpinned by robust data handling and an API that lets the team schedule campaigns at scale without leaving its established creative workflow. Asked what he'd tell a friend considering Elastic Email, the CEO didn't hesitate: "I would tell them I highly recommend it, because I think we have a fairly complex setup, but I came from a very simple setup, and we've grown right along with it. So I would say that if you need something simple or if you need something complicated, I think it would serve you well."
FAQ
How long has Truth in IT used Elastic Email?
Six years, since the CEO acquired the company and inherited its original email setup.
What is Truth in IT's email complaint rate?
Below 0.01%.
How often does Truth in IT send webinar invitations?
Generally once a week, matching its webinar schedule.
What Elastic Email features does Truth in IT use most?
Deliverability and reporting, list splitting and dynamic segmentation, the Campaign API for scheduling, and both the drag-and-drop and HTML editors.
Would Truth in IT recommend Elastic Email?
Yes. Asked what he'd tell a friend considering the platform, the CEO said: "I highly recommend it, because I think we have a fairly complex setup, but I came from a very simple setup, and we've grown right along with it. So I would say that if you need something simple or if you need something complicated, I think it would serve you well."
Ula Chwesiuk
Ula is a content creator at Elastic Email. She is passionate about marketing, creative writing and language learning. Outside of work, Ula likes to travel, try new recipes and go to concerts.
