ABB was launching a new product. A single-piece orifice flowmeter to be precise. OriMaster measures flow processes without the risks of inaccuracy from unnecessary pipes and connections that can leak and distort data. We needed to tailor the benefits of the product to different industry sectors, and position ABB as the company with a wealth of knowledge and expertise. Each industry segment had different priority benefits from the product, whether the cost saving on installation, increased accuracy, less wastage or ease of use.
They needed to target key industries, all with different
priorities. So we segmented the campaign into industry categories
and produced an email campaign and mailer that focused specifically
on the recipients' priorities.
The creative concept 'It's what you don't get that counts'
highlights the positives of the OriMaster flowmeter as being the
bits that aren't included, such as the pipes and connections and
what this means for each industry. The email campaign used the
latest technology and was strategically structured and personalised
with the lead benefits altering for each segment. The use of
technology and interactive tools on the landing zones, such as
calculators and podcasts, reflected the innovative nature of
ABB.
After the initial email, an email was re-sent if the original
wasn't opened. Then if the recipient opens it but doesn't click
through another is sent. And a follow up email was sent to everyone
who visited the landing page. Results show that the automated
re-sent emails have doubled the number of responses from the
initial email send giving an incredible 11% click though rate from
all opened emails.