The client offers apprenticeships and e-learning in business skills, IT, healthcare and health and safety. It already emailed its own customers and wanted enquiries from new ones.
The challenge
The client found us by replying to one of our own campaigns, and chose us because we could offer self-service, mass mailing and one-to-one email.
We advised one-to-one outreach from the start. The client preferred a mass HTML mailing, which it knew, to a broad audience.
What we did
The mass mailing went to 90,528 contacts and produced no leads. We then switched to one-to-one email: we looked at which industries already converted from the client's own customer list, and narrowed the audience to match.
We rewrote the email around the client's main selling point and what had worked in earlier campaigns, and made it personal. After the first few sends produced nothing, we narrowed the audience again to local companies only.
The result
Sent to 966 contacts, the one-to-one sequence was opened by 35.3 percent and produced 16 leads asking for a call or a consultation.