Happay is an online business expenses management software solution to track your expense workflow from purchase to accounting. They were looking to target their services to an intersection of top management, medium sized companies and our finance newsletter subscribers.
On the creative side, we used the business letter format for direct mailers which helps in a number of ways. Emailers without many images have a better performance ratio in terms of deliverability and focus.
The first campaign was sent in two shots with a gap of one week. The idea was to provide them quality leads. They would then nurture these leads with the help of their sales team and convert them to customers. And we did succeed in doing that. A healthy email open and click rate of 16% and 5% respectively including 80% top management folks and 217 companies were very encouraging. Some quality conversions at their end led to one more campaign for their petty cash management and travel expense management tools, which was also a success.
One campaign led to another, which has resulted in a strong client-seller relationship between Happy and TradeBriefs. We were approached by a few other companies working on the same model as well.
We at TradeBriefs have had 80% of our clients coming back to us with more campaigns, thanks to our quality subscribers (we don’t like to call it a database) which is quite rare in the industry. We engage them with our daily newsletters and hence the industry-best open and click-through rates. We believe in delivering quality to all our clients. Indeed one good campaign leads to another!