The objective of this campaign was to generate leads for PeopleSoft's MidMarket products (Human Resources Management, Financials, Supply Chain Management, etc.) from individuals at senior levels.
Because of the range of products within the Accelerated Solutions portfolio (PeopleSoft's MidMarket products), a segmented approach was adopted. Individuals in specific job roles were targeted with specific product messages; for example, chief financial officers were targeted with the Financial product.
The campaign involved a simple letter and a text email pushing recipients to a set of landing pages on PeopleSoft.com. Our strategic partner McMillan created the letter, email, and the landing pages.
The emails generated a higher response rate than the letter package. Specifically, the email generated a response rate of 2.17% with a conversion rate (i.e., responses to leads) of 11.6%. In whole numbers, 49,645 emails were distributed, 1,077 recipients clicked through to the landing pages, and 125 completed the registration form with their contact information.
The letter package generated a response rate of only 0.311%; however, on a positive note, the conversion rate was high (48.1%).
Overall, we determined that the emails generated twice as many leads per piece delivered as the letters. As well, we can determine which job roles were more responsive, which will prove useful for future campaigns. Finally, without the expense of lettershops, postage, and printing, email proved to be a more cost-effective lead-generating tool.