CASE STUDY. Week in Wireless Readership survey
Case Study: Market Research through email marketing
Client: A Week in Wireless eZine Newsletter (published by Informa Telecoms and Media)
Email Marketing Campaign
“A Week in Wireless” is a weekly eZine managed by Adestra to over 20,000 international decision-makers in wireless telecoms. Providing a humorous review and commentary of the week’s major happenings, the email newsletter is free (if you meet the terms of circulation) and carries advertising.
Now in its 4th year, the team behind the title worked closely with Adestra to conduct a ‘reader survey’ campaign. The survey was promoted by email to all recipients, and then a fortnight later a follow-up email was sent to all non-responding contacts. Every respondent was entered into a prize draw to win an industry research report. The online survey of 13 questions included:
- Pre-filled questions for data cleaning
- New questions to build profile of recipients
- Feedback questions to solicit opinion about the service
- Cross selling messages to encourage signing up for other email newsletters
Results of email marketing campaign
| Campaign Email | Open Rate | %age of recipients clicked to survey | %age of recipients who completed survey | %age of those that clicked through that completed the form |
| Send 1 | 28.0% | 7.3% | 6.5% | 88.6% |
| Send 2 | 22.2% | 2.0% | 1.4% | 72.9% |
Results collected over a 3 week period since the first email was sent
- Over 1,500 people completed the survey confirming their details and providing additional data fields which is 7.9% of the entire population
- Of those people that clicked through to the form, on average 81% of people completed the form
- The insight has already suggested some interesting methods of improving the newsletter further
Sophie Burdajewicz (Head of Marketing) said
“To be successful in a magazine business you need an up-to-date, accurate database of subscribers who are receiving high quality products that they are interested in. Using email marketing to conduct our online surveys ensures we are continually ticking all these boxes- and it does so with immediate results with only a small investment from my budget”
Lessons for email marketers from this case study
This case study illustrates some interesting points:
- Dialogue: the email channel is two-way- contacts on your database are willing to interact with you and provide you with information
- Immediacy: Recipients will respond to surveys by email very quickly.
- Accuracy: by encouraging the respondent to enter their own information, data entry errors are removed
- Form design: using pre-filled fields and well designed forms is essential in generating as many form submissions as possible.
- Flexibility: pushing people to web forms through email markeitng can be used in a number of different ways- data cleaning, data capture, market research and many more
- Follow-up: targeting all those who hadn't previously completed the survey yields significant incremental response
Adestra form services
Adestra provide forms for marketers to use in their campaigns including:
- Integrated into a website: automatically add people to lists and trigger auto-responding reply emails
- Stand alone: forms for one-off campaigns that can be pre-filled with the contacts details (if you have them!).
Adestra clients have used forms for:
- Recommend a friend campaigns
- Data cleaning/ capture forms
- Prize draw forms
- Market research including post event and reader surveys
For more information about Adestra’s form services please contact:
Existing Clients : please contact the support team
New Clients : please contact us on 01865 24 24 25 or moreinfo@adestra.com
