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A Lead Generation solution for Partners in Marketing

January 14, 2011

Partners in Marketing provides a range of marketing services to businesses in Cheshire and the North West, working in partnership with clients to establish, refresh or redirect their marketing activities; supported by a team of associates with expertise in PR, telemarketing, photography, graphic, web design and email marketing.

Company owner, Susie Holland, previously worked as a marketing and business development director and senior manager within several sectors; including professional services firms and the healthcare sector. Susie began to work with Extravision in 2010, as she needed a professional, reliable email marketing service provider, offering friendly support, to deliver all her clients’ email requirements as and when required.

Challenge 

Partners in Marketing have been working closely with their new client The Brookdale Clinic, a specialist laser, aesthetic and wellbeing clinic based in Knutsford, Cheshire. The project was to establish an online lead generation marketing strategy, using email marketing to promote awareness of the Clinic in the area and to drive traffic to their website to make bookings.

After a free Extravision trial period In November, Susie asked Extravision to design, build and send a new newsletter campaign for The Brookdale Clinic to go out to around 1400 existing and potential new customers.

Partners in Marketing required the newsletter campaign to raise awareness of the services and special offers available at the Clinic and to encourage recipients to book a treatment directly, or to make an enquiry by email or telephone

The design of the newsletter was well balanced with strong, visual imagery, branding, clear text and links to all the special monthly offers available and integration with the Clinic’s social media platforms. To maximise the campaign results, Extravision recommended to Susie that The Brookdale Clinic also did a personalised plain text follow up campaign, with a link back to the newsletter.

Results 

The html newsletter campaign was very well received with a high click through rate, resulting in both bookings and enquiries. 17% of recipients looked at the Microdermabrasion special offer on the website and a further 13% visited The Brookdale Clinic website. The follow up campaign attracted several personal replies and bookings, plus further click throughs to offers on laser hair removal and Botox® treatment.

Rebecca Loughrey, Digital Account Manager at Extravision, said “Working on this new newsletter and follow up campaign for Partners in Marketing was very satisfying and the impressive results speak for themselves. Some of the replies to the plain text follow up campaign were genuinely lovely! This was the first time that Susie and I have worked together and it was a real pleasure to help her get started with Extravision and in developing an email marketing campaign for this client.”

Cathie Stone, Clinic Director at The Brookdale Clinic said “We were pleased get such a great response from our first newsletter campaign with Extravision. We’ve had lots of bookings, replies and general interest and it’s been just great for raising awareness.”

Posted by Paul Latham
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