Strategic Email Marketing

Industry: Optoelectronics

Objectives:

• Quickly gain inquiries from specific markets and job titles

• Stage inquiry gathering at a rate that the sales force could follow up on in a timely fashion

Strategies and Tactics:

• Selected opt-in email lists from selected vertical publications. Chosen by:

  • Industry

  • Job title

  • Buying influence

  • Geography

• Developed industry-specific email messages

• Redesigned the web site to coincide with the email marketing campaign

Results:

• Greater than15% response rate, more than three-times that of typical direct mail

• Twenty percent lower cost than typical direct mail

• Eight percent of responses were received within three hours of mailing