Stephen Belcher purchased a 9.1k email contact database for targeting email activity to raise awareness of his photographic services with key prospect target audience groups. Stephen’s objective was to drive new business enquiries and to convert a small volume of high value clients. He approached Mackman to help him create a designed email template and to develop an strategy to maximise the response from his email activity, following the successful development of his website.
The data that Stephen purchased was a comprehensive list of contacts at Design and Advertising agencies in London and regionally. The list included variables such agency size, client types and location. Mackman proposed a data segmentation strategy whereby messages would be differentiated based on the location and size of an agency. For example, where an agency was of a small size the emphasis was on prices to suit all budgets, where an agency was large there was no content about price which may have devalued the perception of Stephen’s services.
Our design team understood that as the target audience were Art Directors and Creative Directors, it was important that the email design needed to be memorable and a bit different to make it stand out. We had to think out of the box and develop a simple, clever and engaging email that made Stephen memorable. The design of the email that was developed included strong graphic elements and examples of Stephen’s photography, as well as clear calls to action to drive response.
The segmentation of the dataset successfully improved the relevance of the emails to contacts and as a result the emails have significantly outperformed industry standard prospect open and click through rates. Stephen has begun to create his own list of contacts who have signed up for ongoing communication with him via his personal email and has generated a number of warm leads to build on.
“I approached Mackman initially to create a website for my photography business and new branding. When my site went live it was important that I undertook email activity to raise awareness of my services via my website with potential clients. Mackman worked with me to devise a plan to use the email database I purchased to contact prospects and generate traffic to my new site. It was quite experimental at the beginning but the test and learn approach means that a year later I know what types of messages are most likely to resonate with people and get the best response.” – Stephen Belcher
“The results achieved from Stephen’s email activity is the outcome of a strong collaborative approach”, said Client Lead Hannah Marshallsay. ” We were able to use his knowledge of what messages makes his target audience tick, and combine that with our understanding of how to manipulate the data to make the targeting of those messages as effective as possible.”