- 120 quality leads generated every month for seven months
- 30 new customers secured
- Average 16-18 per cent open rate in first few months – peaking at 60 per cent
- Click-through rate of 2.6 per cent
The client
Rocketfish is a successful digital marketing agency specialising in search engine optimisation (SEO). Working with businesses large and small, the company has achieved over 90,000 first-page positions – 27,000 of those at number one – and generated 1.4m leads for clients on the back of its search engine marketing activity.
The challenge
In this highly competitive sector, Rocketfish really needed to gain an edge over its competitors. To do this, it was faced with the challenging task of generating new leads from cold prospects. Rocketfish required a B2B email marketing expert it could rely on to develop and carry out high-volume, yet targeted lead-generating email campaigns.
Infogroup UK, with its 1.5m opted-in B2B email address data being amongst the largest in the country, was given the opportunity to demonstrate its email marketing and lead-generation capabilities. Another key deciding factor was the ability of Infogroup UK to handle Rocketfish’s entire email marketing requirements – from the provision of opted-in and verified B2B email data, through to the design, creation, delivery, follow-up and measurement of the campaign.
The solution
After segmenting its B2B email data to reach Rocketfish’s agreed target audience, focusing on small and medium-sized businesses with an existing website presence, Infogroup UK launched a 120-lead-a-month campaign for a flat, cost-effective monthly rate.
After researching Rocketfish and taking the time to understand the company’s objectives, Infogroup UK then developed a suite of fresh, creative and compelling emails that were delivered through four email marketing campaigns.
Each campaign was designed to immediately capture the reader’s attention, with punchy, educational and benefit-led content. The campaigns, including a ‘sick of all the bull’ theme, were designed to make the SEO subject more entertaining and approachable with a strong call to action driving traffic to the Rocketfish website and capturing leads. One of the most effective calls to action was an incentive. A link was included in the email which recipients could click and download a report measuring the effectiveness of their website in terms of its optimisation.
In all campaigns, those responding to the emails were driven to a special microsite where they could request more information. Those who opened the email but didn’t become a full lead were seen as positive responders and received follow-up emails. By making subtle changes to all the follow-up campaigns, Infogroup UK was able to see what worked well and what didn’t, reacting accordingly.
The result
The campaign was a big success, achieving a 16-18 per cent open rate in the first few months with one particular campaign hitting 60 per cent. These achieved more than the 30 leads a week promised. Even several months later, as the email list data became saturated, the refreshed creative work was still reaching the targets set. A newly designed campaign achieved a 50 per cent open rate, proving the effectiveness of the email marketing activity some seven months after it first started.
Ultimately, as a result of the campaign, Rocketfish secured 30 new customers.
What Rocketfish says
John Bonney, director of Rocketfish: “We were absolutely thrilled with the results of the campaign. To bring on-board new customers and generate such great quality leads from cold prospects was very impressive and demonstrates Infogroup UK’s expertise in email campaigns.”
What Infogroup UK says
Andy Taylor, head of sales and marketing at Infogroup UK: “This email campaign really illustrates the subtleties involved in B2B email marketing and the importance of having the best opted-in email data when it comes to targeting cold prospects. By monitoring email deployment and making subtle changes to each email campaign, we were able to continue to generate quality leads even several months later.”
