How we became our own target market

Abbey was our first win. We were a good match – our prime responsibility was their SME business and being, ourselves, small and new gave us a valuable perspective on the marketing issues involved.

We were particularly successful with our email marketing. combining a fresh creative approach with some innovative techniques that hugely improved opening rates.  We achieved similar success with a direct mail campaign that generated millions of pounds in new revenue.  And we supported the entire range of activity with a suite of corporate literature.

For the Direct Marketing geeks: our DM activity generated over 201 new leads worth a potential £81m in revenue, and resulted in 30% hike over the 2 month period that the campaign ran, which led to an increase in online direct applications.

The cost of account acquisition was reduced from £66 to £40.61