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Corporate
Direct (Europe) Limited trading as Corporate Telecommunications
are a specialist distributor of headsets, handsets, audio
conferencing, call recording and voice and data installation
equipment. Products are sold through both a telesales operation
and the online store.
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Email Marketing at Corporate Direct
Email
marketing is used by Corporate Direct to drive additional
orders from their existing customers. As this channel provides
detailed reporting information regarding who has received,
opened and clicked upon the email the reporting information
is then utilised to target the telesales effort.
Initially
Corporate Direct utilised a web-based solution to manage the
delivery and tracking of these email campaigns. However over
time they discovered this was not satisfying all of their
needs. In particular they found:
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Spam
filters were blocking a number of their messages
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Emails
were taking a long time to deliver
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Campaign
reports were limited
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The Benefits of Maxemail
Corporate
Direct therefore decided to move to a professional email marketing
solution and after perusing the market chose Maxemail as the
best fit for their needs. The enhancements Maxemail gave to
Corporate Direct included:
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The
spam content checker enabled them to reduce the amount
of spam like content in their messages
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Emails
are delivered within a few minutes to their database
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Maxemail
is easy to use and enables campaigns to be quickly set-up
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Reports
go into more depth and lists of prospects opening or clicking
on the email are easy to extract and pass onto the sales
team
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Emailcenter
provide responsive technical support whenever they have
an issue or question
In
addition Corporate Direct were able to enhance the sophistication
of their email campaigns that led to an increase in their
campaign success.
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Using personalised ‘From’ names to boost open
rates
 As
Corporate Direct operates in a B2B marketplace their customers
are all allocated an Account Manager to oversee their needs.
The provision of a dedicated account manager that understands
each client’s business requirements is what helps differentiate
Corporate Direct from its competitors. However all emails
were being sent with the company name as the ‘from’
name and the account managers contact details were also not
included in the email.
Open
rates were therefore low as each recipient was less likely
to open an impersonal email. To overcome this Emailcenter
set up a series of dynamic content rules which merged in each
recipients Account Managers name into the from name and also
merged in their full contact details at the bottom of the
email. All Corporate Direct have to do is include the code
that identifies which account manager is assigned to the contact
in the lists they upload and Maxemail does the rest.
This
has had a huge impact on open rates – on average these
increased by around 40% on average as people recognised the
sender.
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Client comment
“Maxemail
is very a comprehensive email marketing solution that is easy
to use. To compliment this solution our sales department are
issued with the reporting statistics so that they can then
follow up the email to ensure that the campaign is a success.
Initially I trialled Maxemail on a 3 month pilot basis but
within the 2nd month it had been so successful I decided to
stop the pilot and commit to a long term contract.”
For
more information on Corporate Direct visit www.corpteluk.com
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