Background
Reuters Business Insight publishes and sells a range of reports and periodicals for several vertical industries. They use Direct Mail heavily to drive their sales. They had experimented using e-mail in-house and recognised its benefits but did not have the depth of experience to make the medium work for them.

Objective
To acquire new customers for their publications at a lower cost of acquisition than Direct Mail.

Solution
Frontwire’s solution delivered highly relevant vertical industry news campaigns linked to product promotions.
The solution was developed and delivered by:

	Establishing an effective cross company project team to fully leverage the company’s skills and expertise in order to develop a powerful Digital Messaging strategy.
	Building a new e-Contact list and acquiring permission to deliver vertical industry news through an incentivised campaign linked to an ‘Opt-In’ microsite and a telemarketing campaign designed to build e-mail addresses.
	Designing a fully interactive HTML e-mail template with over 60 embedded trackable URL’s to maximise response. E-mails linked the prospect directly to downloadable PDF’s, product news pages and an e-commerce engine.
	Creating bespoke industry news to engage prospects with valuable information.
	Reporting and analysing stakeholder response from URL click-throughs to purchase.
	Fine-tuning campaigns and product promotion positioning based upon response rates.

Results
Frontwire’s solution met the company’s objectives by:

	Winning new customers within hours of the first campaign having been delivered.
	Significantly reducing cost per sale versus direct mail.
	Increasing understanding of customers.

© frontwire 2006

A hosted web-form captures prospect interest and permission to contact.

Prospects purchase publications directly from website.