An events company piloted an e-mail marketing campaign to support their telesales activity.

The Campaign:
• Identified those organisations and individuals with an interest in the conference
• Encouraged interaction with individuals and organisations that have an interest in the conference.
• Market education; to raise issues surrounding the conference subject matter.

In addition the campaign provided:
• Increased visibility and awareness of the company.
• Improved profile – developing the company as a ‘thought leader’.
• Database building.
• Viral e-mail activity.

Effectiveness:
• 7,729 e-mails were opened and read by a database containing 10,873 individuals.
• 1,114 White Papers were downloaded and read.
• 3,501 individuals opened the ‘link’ email and 340 followed the link to the registration page.
• 97 New registrations were made
• around 1,000 e-mail addresses were wrong or had ‘gone away’.
• Of the companies attending the conference, managers at 63% opened and read e-mails.
• Of the individuals attending the conference, 67% had either downloaded white papers, followed the link or been made aware through viral activity.