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Effective two stage lead generation campaign for Et Cetera

February 11, 2011

Et Cetera Distribution, based in Ramsbottom, Lancashire, has been supplying award-winning computer music and sound products since 1993. Thousands of creative individuals use products from Et Cetera's portfolio for composing, performing, recording, and editing music and sound on the desktop.The Et Cetera Team, who are mostly musicians and users of their own products, are always available to offer advice and share experiences.
Extravision ran a two stage lead generation campaign for Et Cetera; capturing initial interest at the first stage with a clean and simple HTML design, followed up at the second stage with a personal plain text message. 

Challenge 

Et Cetera wanted a campaign design, which retained their familiar brand look and feel. The main campaign objective was to introduce a new product; the new Sonar X1 range. As well as encouraging existing Cakewalk customers the opportunity to take advantage of a discounted offer to upgrade; a discount price offer message also went out to non-Cakewalk and potential new customers.  
In sending out this simple offer message as a touch point to everyone on their customer database, including both previous and potential customers; Et Cetera also hoped to get some positive brand exposure.

Results

The first stage email was very effective and the results were well above average for a lead generation campaign, with a unique open rate of 28% and a unique click-through rate of 9%. The results for the text based, personal follow up message were similar and also generated a number of leads through replies and phone calls.

Customers also provided some really positive feedback about the campaign, which has strengthened relationships,to encourage brand loyalty.

Rebecca Loughrey, Digital Account Manager at Extravision, said “Working on this lead generation campaign was successful on a number of levels. As well as attracting new business and contacts; it also proved to be an extremely valuable data cleaning exercise, as the campaign was sent to a lot of old Et Cetera contacts.”

 

Posted by Jenni Malley
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