The client designs and supplies personalised promotional products for other companies. Earlier campaigns sending people to its online shop had produced no enquiries.
The challenge
Cold data, new customers and a small budget. The previous emails gave people no reason to visit the shop unless they happened to need merchandise that day.
What we did
We changed the offer. Instead of sending people to the shop, the email offered a free catalogue from a landing page with a short, pre-filled form.
Each request gave the client a new contact to follow up and market to later, and every reply went straight to the client.
The result
The first campaign to prospect data was opened by 5 percent of recipients and clicked by 3.7 percent, and 56 people downloaded the catalogue. We have refined the audience since.