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.
Our website isn't vast, but if you'd like to find something quickly, maybe we can help.
Zola's our Rhodesian Ridgeback who cruises our barn from 9 to 5. We fitted her with a webcam to find out what she really gets up to.
See her view of the world at Flickr or follow her on her very own Twitter page.