Automating Casting Agency Communications: A Case Study
Challenge
A Los Angeles casting agency struggled to manage communications across multiple TV show productions. The agency was relying on Yet Another Mail Merge (YAMM) for email tracking but needed a more integrated solution that could:
- Track email opens and clicks without third-party tools
- Manage separate spreadsheets per show
- Send time-sensitive communications
- Follow up with thousands of candidates
"I need to track when email links have been clicked and re-reach out to those who haven't engaged," explained the agency owner.
Solution
Working with Connex Digital, the agency implemented a custom automation system that:
- Replicated YAMM's email tracking functionality directly in Make
- Captures Facebook leads automatically into show-specific spreadsheets
- Sends tracked HTML emails with built-in click/open monitoring
- Enforces business hours (9 AM - 5 PM)
- Enables quick workflow duplication for new shows
- Integrates SMS notifications
Implementation
Built over three consulting sessions totaling 3 hours:
- Session 1: Custom email tracking development to replace YAMM
- Session 2: Workflow testing and refinement
- Session 3: SMS integration
Results
- Eliminated dependency on YAMM while maintaining all tracking capabilities
- Automated lead capture and data entry
- Reduced new show setup time from hours to minutes
- Maintained consistent communication windows
- Enabled data-driven follow-ups
"We recreated the tracking - deliveries, opens and clicks using Make rather than using those third-party applications," noted the consultant.
Key Takeaway
The project demonstrates how custom automation can replace third-party tools while improving workflow efficiency. By replicating YAMM's functionality directly in Make, the agency gained more control over their communication process while maintaining professional standards and improving candidate engagement visibility.
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