Relevance in email marketing means results

Campaign

Ithaca Media organise Internet World (www.internetworld.co.uk), the UK's largest Business to Business event for professionals responsible for their company's online presence.

Now it in its 14th year, they wanted to encourage as many of last year’s attendees to come to this year’s event as possible.

All marketing must be cost-effective and measurable, but more importantly it must reinforce the show’s brand values as operating on the cutting edge of online technology.

Ithaca invited a targeted database of 40,000 contacts to take advantage of ‘fast track registration’.

Using dynamic content, each email included a personalised priority badge number and integrated with the on-site booking system.

When the recipient entered the badge number, all their content details were pre-filled shortening the booking process significantly and providing a more personalised experience.

A 10% control segment was used for testing.

Results

• The open rate is almost identical, yet the inclusion of relevant, personalized content has increased the click through rate by almost 50%

• When looking at conversion rates, the dynamic content email achieved a significantly higher conversion rate. Although exact figures cannot be disclosed for client confidentiality reasons, in the weeks after the campaign, over 2,000 people registered for the event, a large proportion of which were driven from the email campaigns.

Mark Ram, Marketing Manager for Ithaca Media said

“Marketing the key online show in the UK means my marketing must be effective and innovative.”

“By using dynamic content to create relevant messages, I’m able to reinforce my show brand, demonstrate what the show stands for and drive a significant number of registrations”

This case study illustrates some interesting points:

• Dynamic content enables marketers to personalise a large amount of communications manageably

• Using relevant email message content leads to better click through and conversion rates

• Simplifying the actions a recipient needs to take to achieve your aim leads to better conversion rates. Technology can only help with this if integrated and used intelligently.

• The successfulness of email marketing campaigns is based upon the message and the web site experience that a recipient is pushed through to.

More information about our email marketing broadcast services

Adestra provide welcome tactical advice and input on our client's email marketing program. For more information about how we can work together with you to improve your email marketing, please contact us and ask us about our email marketing services

Adestras Message Focus

Adestra have a proven track record in providing email marketing tools, technology, strategy and support for a number of large corporate players.

From product delivery for large publishers through to tactical direct response promotions for travel providers, all clients always benefit from the shared best practice and knowledge our team have gained working within email marketing since 2000.

For an overview of Adestra's email marketing services, please see our email marketing system, Adestra's Message Focus or for a demonstration, please contact us

Free whitepapers

All Adestra clients enjoy unlimited support. Let us support you with one of our free whitepapers on email marketing:

• Challenges facing UK Email Marketers: survey of email marketers and advice on how to overcome them
• The future for email marketing: steps to take today to prepare for the future of email marketing
• SPAM Filters demystified white paper: a marketers briefing
• How to pick the right email partner handbook
• Best practice email design: A guide for designers and marketers to creating HTML for modern email clients

For your free email marketing whitepapers, please contact us