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Email campaign provides concrete sales leads

The situation 

A medium-sized international software vendor needed to generate quality sales leads within a very niche target audience of international financial services decision makers. Davies Associates was hired to plan and manage an email campaign to build their prospect database. DA’s international experience was critical in coordinating activities from the European HQ across five European countries and the US.

 The solution 

The solution was a three-step plan: first, build and grow a database; then, deliver high quality content; and finally, use the database further for sales purposes. DA designed a quarterly newsletter with attention-grabbing articles by industry opinion leaders. By including a very basic “send this article to a colleague” feature, each time an article was shared, the new address was added to the database. This resulted in a significant increase in the distribution list. Second, a newsletter subscription option was added to the company website and it was promoted at trade shows and through on-line advertising. ‘I want to receive more information’ and ‘I want to be contacted by a sales rep’ features were also added.  This proved its value by generating an impressive number of concrete, high quality sales leads.

 The results 

Within a year the company had a high-quality, opt-in database which they then used for other MC activities; for example when new products were launched, highly targeted product messages were sent to existing and potential customers.