eBlast
Anachem, UK
www.anachem.co.uk
Project:
Client wished to develop an electronic direct mail mechanism to supplement their existing, monthly paper-based media.
Process:
Multi-page, colour-coded electronic eBlast prepared. Distributed to 20% of total mailing list.
Key observations:
- Average readership 35%.
- Sales response to offers grew rapidly.
- ROI such that client devoted intensive efforts to building email database, which has more than doubled.
- Original monthly programme is now two-weekly.
- eBlast used to head the launch of the new website
Conclusions
eBlast is a cost-efficient way of boosting existing direct mail programmes or starting new ones. Convenience of the delivery platform means that it is quite easy to persuade customers to adopt email instead of paper-based material - saving time, money and the environment.