With an email campaign promoting content, specifically a white paper, they pulled in more than 400 downloads, an email open rate of 7.1% and a click-thru rate of 16.5%, and that was only in the first 24 hours.
Even more impressive, they launched the email campaign on the same day the stock market tanked, Lehman Brothers declared bankruptcy and a collapsed Merrill Lynch was bought up by Bank of America.
Their campaign succeeded because the white paper dealt with hot topics important to top HR executives who still had to report to the office despite recent happenings on Wall Street.
“Why more companies don’t leverage content in their direct marketing campaigns is beyond me. It is the most cost-effective lead generating marketing activity that I am aware of,” said HRMarketer’s Mark Williams.
Direct email campaigns like this are proof that content is still king, even in a bad economy. More than just a good deal, people are searching for quality and valuable content from the companies they trust.
Head on over to HRMarketer for a full run-down of the campaign and other direct email marketing campaigns like this that produced impressive results. Williams also reviews a list of best practices on how to leverage content in marketing and public relations campaigns.