Adestra Campaign of the Month February 2011: Football World Cup 2010 Free Trial Offer

February 2011: Football World Cup 2010 Free Trial Offer

Barbour ABI created a campaign that was at the time topical and was therefore extremely relevant, engaged their recipients and achieved a fantastic open rate of 13%.

Campaign Details

Campaign of the month: January 2011
Subject line: [Title Surname], get the best projects with Barbour ABI
Designed and developed by: Baeddan Youd
Target audience: Construction companies
Website: http://www.barbour-abi.com

Objectives

Their aim is to promote their products and services to prospects, and encourage sign-ups for a free data trial. This particular campaign was created during the 2010 Football World Cup and aimed to entice the construction industry professionals to think about work as well as football!

Content:

Copy: Simple and structured so you know exactly what Barbour ABI are offering and how you can take advantage of it with clear call to actions available in text and images.
Relevance: Targeted email to prospects at construction companies with personalisation in the subject line and email content.
Imagery: Bright and exciting creating interest in the campaign and desire for their product, something that is sometimes missing from B2B emails.

Details:

A phone number in the top right to encourage direct action.
Important bits of copy are enhanced in bold copy so that they stand out.
The call to actions go to the specific destinations which create a connected customer journey.

Technical aspects:

Alternative text on all the images to ensure that it is clear what images are even if not downloaded.
There is a good balance of text and image which will improve delivery rates.
The email is created with HTML that is optimised for email ensuring that images and content display correctly in all email browsers.
Included clauses for personalisation to ensure if certain data is not present something generic is displayed e.g. Mr Smith or John or Sir.

The Result