Maxemail Case Study: Corporate Direct

> 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:

• Spam filters were blocking a number of their messages
• Emails were taking a long time to deliver
• Campaign reports were limited

> 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:

• The spam content checker enabled them to reduce the amount of spam like content in their messages
• Emails are delivered within a few minutes to their database
• Maxemail is easy to use and enables campaigns to be quickly set-up
• 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
• 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.

> 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.

> 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