How do you achieve an 81% increase in monthly website traffic without organic search? You devise an integrated marketing campaign that includes, amongst many other elements, a direct mail campaign and a web key.
The web key direct mail campaign was part of our Man versus Machine strategy. Devised to help Thomson Reuters raise awareness about Eikon – a software tool that helps hedge fund managers analyse market data in real time – the strategy also included a podcast series, a programmatic digital banner campaign and social media.
The strategy had the complex psychology of traders in mind: it promoted Eikon’s ability to be tailored to the needs of hedge fund managers, who typically fall into one of two trading categories: discretionary and systematic. Systematic traders value algorithmic models and historical data to inform their investments, while discretionary traders are guided by their instincts and knowledge of the market when making their decisions. The strategy played on these differences and how the software tool can be tailored to the different needs of individuals, depending on whether they trust their instincts (Man) or prefer the data modelling approach (Machine).
The main challenge for this campaign was the lack of organic traffic to the microsite, which the web key direct mail campaign played a major part in helping overcome. Every aspect of the campaign, from direct mail to social media, heightened interest and provided the target audience with a direct way to access the Man v Machine site.
Campaign elements were rolled out in a way that allowed them to link directly to the microsite without searching. The campaign consisted of three creatively designed mailers targeted at hedge fund managers over a six-week period.
The three direct mail pieces, designed with a tailoring theme to highlight how Eikon could tailor its preference to suit the needs of hedge fund managers, were sent to 4000 of them. Released every two weeks, the initial mailer included a bespoke web key in the shape of a spool of thread that linked directly to the Man v Machine microsite. All direct mail pieces highlighted the release of the latest podcast episode.
The mailers were supported by a series of emails. Both channels were well received by the target audience and created maximum impact and awareness. The strategy, aided by the direct mail and web key elements, helped our client achieve their goal of increasing website traffic: a staggering 81% uplift in monthly website traffic throughout the campaign period. The direct mail alone achieved a 9.5% click-through-rate from web keys and direct traffic to the microsite via URL.