Part of a wider integrated marketing strategy, this email campaign design played a major role in achieving one key objective: to increase traffic to our client’s microsite.
The microsite-centred Man versus Machine strategy was rolled out to create a strong awareness and media campaign designed to drive web traffic. The email was instrumental in keeping Thomson Reuters’ savvy audience (hedge fund managers) intrigued and engaged.
The campaign was rolled out over a very short period of time – 6 weeks – and focused on providing traders with useful information from industry experts through a series of high-quality podcasts.
Alternating between the arrival of targeted direct mail pieces, the campaign promoted the weekly release of the latest podcast episode in the series and linked users directly to the microsite. Use of the direct mail and email elements allowed us to target members of the hedge fund community through two channels that supported each other for maximum impact and awareness.
We applied different imagery and used different copy for each of the 6 emails in the campaign to guarantee maximum engagement and a high response rate. Audience buy-in was also aided by the development of a fully responsive design, with the emails being supplied to our client in HTML format to allow for easy deployment.