Microsoft Business Solutions achieves 15% response rate with email lead nurturing campaign
The ultimate goal of this campaign was to move suspects along the sales cycle to finally have them consider Solomon IV when making their purchase decision (in other words, to become highly qualified sales leads).
MBS also wanted to achieve specific response rates and to test which formats, offers, and subject headlines were the most effective.
Mac McIntosh, sales lead consultant to MBS, hired DH Communications to provide freelance writing for this project. Working with Mac and MBS, DH Communications provided copy for six e-mail messages, two "How-to Guide" offers, and one fact sheet. Each month MBS sent one e-mail message to their qualified list of suspects detailing the offer.
The campaign’s response was excellent. Over a five-month period the lead generation campaign:
- Generated over 1,000 responses (15% response rate — achieving the client’s objective).
- Prompted over 200 suspects to reach "qualified" status.
MBS then sent these qualified leads to VARs in the field.
This project also garnered a Silver Quill Award of Merit from the International Association of Business Communicators (IABC) and was featured as a MarketingSherpa case study.
“Dianna was great to work with. Her simulating style of copy, which married messages of pain with the pain-relief our product offers, resonated strongly with our audience. And, Dianna’s value-add is her ability to write in an editorial style when developing white papers and reports and then to creatively weave a compelling promotional message around these offers.”
Dale Sleppy
Manager, Mid-Market Demand Generation
Microsoft Business Solutions
