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E-mail Campaign Designed by MarketCapture Awarded by MarketingSherpa

 

May 2006

Segue Software, Eloqua, and MarketCapture have won MarketingSherpa's E-mail Marketing Award for:

Best Autoresponder Series
Silver B-to-B
Segue's SilkPerformer Evaluation Series
 
MarketingSherpa Summary:
Business-to-business marketers who have to qualify and educate incoming leads should pay extra attention to this campaign. Too many b-to-b marketers toss new names into the regular house newsletter pile and that's that. Segue proves best in class marketing can sell best in class software.
 
About the Campaign:
Audience: people who registered to download an evaluation copy of one of Segue's products.

Goals:

  • Automate the response to evaluation requests (used to be a manual process)
  • Provide prospects with all the resources they need to complete a successful evaluation in an easy-to-understand format delivered in a professional manner
  • Encourage people to complete the evaluation by providing best practices advice (white paper)
  • Provide Segue's inside sales with immediate feedback on the status of each evaluation

The most special aspect of the campaign is the evaluation feedback form included in the third email. It provides an immediate feedback to the Segue sales representative following on the evaluation process. The form is so easy to respond to that over 50% of those that opened the email submitted a response.

The e-mails:

Each e-mail has a text version as well.

Results (for the first month of the program):

  • Confirmation Email Opened: 41%. Clickthrough: 20%
  • White Paper Offer Opened: 38%. Clickthrough: 26%
  • Evaluation Feedback E-mail Opened: 39%. Submitted evaluation feedback form: 52%

What did MarketCapture do:
Copy, design, and implementation of the e-mails in Eloqua's Marketing Conversion Suite.

See the MarketingSherpa page

See All Email Marketing Award Winners

 

 

Questions? Feel free to contact us.