Prospect Plants was looking for an effective and targeted way to reach their existing customers and also potential new clients. In place of more traditional printed collateral Harris proposed e-marketing, due in no small part to the low-cost of distribution and the high level of reporting available.
With a dedicated account set under the Harris email distribution system, a series of e-shots were created throughout 2011, covering both sales focused and service/company led messages.
The response from market was immediately positive, with a high number of information and literature requests being received. The analytics in place also allowed for review of uptake on the email and for those who opened the email a number of times to be targeted by Prospect as a ‘hot prospect’.
2012 will see this format being expanded, with monthly e-marketing maintaining and increasing Prospect Plants market share.