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Intelesis Realizes Amazing ROI |
Interactive Telesis has established itself as a leader in the Computer Telephony market place. The company has over a decade of experience providing computer telephony services to an impressive list of customers including Nike, Verizon, and Wells Fargo. In the spring of 2005, the company decided to offer its automated dialing and messaging technology to Election Candidates. The company turned to the BridgeMail System to maximize the revenue and profit potential of this new and unfamiliar market. Program Objectives Create awareness for automated dialing and messaging product amongst election campaign decision makers Simplify and streamline the prospecting process Generate sales Achieve a low cost per lead and low cost per sale
Target Market Challenges Lack of experience with marketing to widely scattered prospects. Up to this time Interactive Telesis had been marketing and selling to very large enterprises. Small budget allocated for new product initiative. Since this was an unproven new product concept, the company was unwilling to risk substantial funds without the benefit of knowing it’s ROI beforehand. The transition from raising awareness with a few emails months before elections to actively soliciting purchases with several emails just prior to elections posed significant opt-out risks.
The Solution
Due to Interactive Telesis’ relative anonymity amongst its target audience and the highly dispersed nature of their prospects, email was identified as the most cost efficient and effective way to raise awareness for the company and its product.
The company crafted a multi-broadcast sequence in order to begin hitting decision-makers months before November elections. Campaigns began in April and continued through October. As elections drew closer, campaign frequency increased from once per month to 10 times per month. During the period of sending several emails, the company was able to monitor their opt-out rates to decrease the number of emails sent if needed.
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Microsoft Utilizes Dynamic Publishing to Promote Global Conference Series |
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ProClarity Corp., a subsidiary of Microsoft, is a provider of business intelligence (BI) software. Proclarity needed to promote a global conference series across multiple geographies and attendee profiles. To maximize conference attendance and exposure for its product, emails needed to be relevant to recipient’s geographical location and relationship type. Prior to using the BridgeMail System, sending geographically and relationship-specific emails took two days to complete. BridgeMail System provided Proclarity with the necessary dynamic messaging technology to complete campaign processes from start to finish in less than an hour.
Email Marketing Campaign Objectives
Drive attendance for a critical multi-national conference series Promote ProClarity’s (BI) roadmap to Partners, OEMs, Customers, and Prospects Communicate site-specific details to recipients within specific countries Communicate the conference’s key value proposition to individuals based on relationship type Execute campaigns quickly under extreme deadlines
Challenges
List and campaign management tools had been too clumsy to efficiently send targeted messages based on geographical location and relationship type. Proclarity’s marketing staff had to waste days of work to get messages on target because message irrelevance yielded poor attendance, lower conference revenue, and lost business opportunities,
The Solution
ProClarity Corp. had a few key requirements for this email campaign - the email needed to be personalized with geo-specific conference site information and attendance value proposition. Dynamic Content Items were used to assemble site location and value proposition. Site information was merged into emails based on the recipient’s country, and attendance benefits were merged in based on relationship type.
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Dell Computer Keeps Customers Under Warranty to Drive Revenue and Customer Satisfaction Dell is the world’s leading computer systems company. They design, build and customize products and services to satisfy a range of customer requirements. The company does business directly with customers, one at a time, and believe they do it better than anyone on the planet. Key contributors to high customer satisfaction are warranties and support. The company communicates to over 500,000 customers each month to make sure they’re apprised of their warranty status and expiration date. A reliable email system that can handle large volumes, particularly when populating over 50 items of customer-specific data on the fly, is a must. Program Objectives: - Notify customers 30, 60, and 90 days before warranty expiration
- Confirm, to each customer, which Dell computers are due for warranty renewal
- Send 500,000+ emails over a two day period
- Make it simple for customers to purchase warranty extensions.
- Retain customers by extending the current business relationship
Challenges
- Fast, meticulous execution: Lists with over 50 fields of data are pulled at the last minute
- Compiling a matrix of up to 50 pieces of information for every customer into each email
- Reliable delivery: Warranty and renewal information are critical to Dell customers.
Solution
Dell’s warranty marketing team effortlessly loaded hundreds of thousands of customer records and broadcast messages containing
customers’ registered computers systems warranty information. BridgeMail System’s horsepower and ease-of-use made a one day turn on
time sensitive messages to new lists possible.
Results
Dell consistently realized open rates, typically above 50%, and consistently met their quarterly sales quota. |
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