In July 2008, ntl:Telewest Business wanted to promote their Ethernet services to ICT directors and managers in multi-site businesses and public sector organisations.
Recognising that generic price quotations are often dismissed as irrelevant, we used the data available to us to create a campaign that offered each recipient a personalised quotation based on connecting two of their organisation’s main sites with a 10Mb or 100Mb Ethernet extension.
With digital print, we created a simple, highly personalised mailing pack and with individual URLs (e.g. www.sitetosite.co.uk/williamhudson) we developed personalised landing pages that put precise and relevant information in the hands of each prospect.
5.4% of recipients visited their personal landing page. Where possible, we followed up recipients with an email. 15% of them opened it with 3% clicking through. Overall, one or more contacts in 21% of the organisations we contacted viewed their personal quotation.
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