Jan 12, 2005

Revive old leads

Case Study of how a company had tons of old leads that they didn’t know what to do with. Instead of throwing them away, they put together a 3-step email campaign to slowly gather more information about each lead.

They got something like 4 percent response, but here’s the really interesting part of the article:

"For each
message, nonresponders were automatically sent a follow-up version,
which increased results by 75 percent. In fact, follow-up mailings
often do better than the original mailings, according to Prugh Roeser,
president of The Devereux Group. Nonresponders who didn’t unsubscribe
were sent subsequent mailings in the series, increasing results another
80 percent.
"

Interesting concept. Oh, and they posted examples of the emails.

http://clickz.com/experts/em_mkt/b2b_em_mkt/article.php/3457391