In today’s joined up digital economy, single layer e-campaigns simply don’t deliver the results. The returns from such campaigns have diminished as prospect expectations from any digital communication have increased – across all platforms including mobile.
If we think of our own personal interactions with e-campaigns those that deliver specific, relevant information and deliver me to a heightened experience are much more likely to get me to engage with them. Ultimately the opening of an email should be the start of a customer engagement, not the completion of a campaign objective!
The Challenge
2e2 face a continuous challenge – an audience across many business sectors, different seniority and different business needs. Layer that with an attitude that says ‘What can technology do for me’ and you have a tough communication challenge. 2e2’s objective was to generate 30 specific, qualified leads, interested in its ‘Cloud Computing’ proposition.
The Strategy
Our strategy was simple – create a personalised journey from email, through campaign micro-site, into User tool with a personalised post-campaign deliverable.
The Execution
Data was segmented ( and Content built ) by :
- vertical industry segments
- job title
- geographic region
A plain text e-campaign was highly personalised to include sector, business need and geographic specific content – ensuring the right type of content was consumed by the right audience.
Prospects were driven to a campaign microsite which personalised with specific organisation information, case studies, and business ‘needs’ references. The information architecture was designed to lead prospects through a journey of content and into an engagement tool which showed how they could deliver organisational benefits/ change while as serving as a data capture point for the Client. The final campaign tranche saw all participants receive an bespoke document which benchmarked their organisation against industry competitors and the entire audience.
The Result
- 35% of recipients opened the campaign and 20% of total recipients responded to the CTA, entering the microsite.
- In excess of 100 recipients fully engaged with the site, completing the engagement tool.
- Follow up of this ‘warm engagement’ by internal Sales staff has identified in excess of £1.5m business.
- In all, a truly integrated digital campaign which greatly enhanced the client brand values, exceeded ROI benchmarks and has delivered true value to the business.
usability•technical•social media•e-marketing•design/ creative•data•cms•agency
