The client, a manufacturer of state-of-the-art voice enhancement systems, sought to invite key decision makers to an upcoming trade show designed for professionals in the retirement community field. Because of time and budget constraints, direct mail was not an option, so the company chose to conduct an email marketing campaign. Due to the widely diverse needs of key decision makers, however, it was agreed that a universal e-mail invitation would be ineffective.

Solution:
The first step was to segment the company's email database into three select groups: Administrators, Caregivers, and Activity Coordinators. Secondly, key messages were developed for each group, each addressing the "hot buttons" of each audience. Recipients were also alerted to a grand prize drawing for a free voice enhancement system. Upon opening their invitations, recipients were then directed to a specially designed landing page on the company's website, which provided additional information about the product.

Results:
The highly targeted email campaign produced a response rate of nearly 50%, nearly double the industry average. Plus, the grand prize drawing garnered more than 200 entries, the majority of which were turned into hot sales leads.