RSA Security Inc.’s fall mailing for its new software drew more than a 3% response and pulled in 16 leads.
The e-security firm’s campaign targeted about 20,000 security executives, chief information officers and managers in vertical markets including government, financial services, manufacturing, retail and healthcare companies, said marketing director Mark Brier.
RSA mailed to lists of industry publication subscribers, focusing on companies in Western states.
RSA sought to determine, through a survey, each organization’s security software needs, and if and when they intended to buy the systems.
The mailings were sent in a white No. 10 envelope with a letter, brochure and a 3-inch-by-9-inch four-color slip advertising a free white paper. The document could be requested via a toll-free 866 number or through a special area on RSA’s Web site. The budget was $2 per piece.
The double-sided letter, from vice president of developer solutions Richard B. Welch, stated in part:
“It happens with alarming regularity. It seems as if every month I read about someone hacking into a major company and causing chaos and consternation among customers, shareholders and officers. In fact, identity theft is becoming increasingly easy due to the wealth of information stored in databases and other Internet-connected systems.”
The letter went on to warn about vulnerability to such breaches and promoted a white paper, “Data Privacy: Maintaining Trust in Your Business.”
Brier noted that about a third of the responses were from postage-paid business reply mail but the majority from the Web link. Some even replied over the phone. “When people take the time to respond by phone,” he said, “it usually means they have an immediate need, and we treat them accordingly.”
The full story appears in the January issue of Direct magazine.
