B2B Email Marketing Case Study
We take a look at how Market Location have improved the email results for Web Marketing World using a test and learn methodology to drive open and click rates up
Web Marketing World was launched in the UK in 2009, with the goal of making web marketing accessible to everyone, no matter what their budget.
The Search Engine Optimisation market is highly competitive, with many suppliers offering similar services and marketing themselves heavily online using Pay-Per-Click. However, Web Marketing World have differentiated themselves from their competitors by developing a range of SEO services at a fraction of the traditional cost associated with them – perfect for SME businesses.
They were looking for a new, cost effective way of marketing these services to UK business with websites, offering a free SEO website review to attract new clients and generate sales leads. Their research led them to Market Location where they found the perfect managed email solution to meet their needs, and over 1 million opt-in UK business email addresses to choose from.
Web Marketing World has a small telemarketing team that they need to generate a steady flow of hot enquiries for. Weekly email marketing campaigns enable them to reach a large number of prospects quickly and cost effectively, so their sales team can focus effort on the businesses that show interest, reducing the need for cold calling.
The Market Location Account Manager has worked very closely with the client, using their expert email marketing knowledge, to refine the subject line to deliver a higher percentage of opens from the same volume of emails broadcast.
The Account Manager has also tweaked the creative so that the free SEO review stands out more at a glance. Just making small changes to the creative, such as changing the link colour, has drastically improved the number of clicks delivered for the client.
Since the first campaign was sent the open rate has increased by 31% (15.64% vs 20.43%) and the click rate has more than doubled (0.52% vs 1.21%).
These results have generated a steady stream of hot enquiries for their sales team to follow-up and they are extremely happy with the number of new clients they have attracted as a direct result of email marketing with Market Location.
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