Software firm Candle Corp. is tripling its e-mail marketing efforts to promote a new product line following a 12% response to a campaign earlier this year.
Since last spring, the El Segundo, CA-based company sent about 100,000 e-mails and ran banner ads on several targeted Web sites promoting pathWAI, a product to help IBM WebSphere enterprise management computer systems operate smoothly, said Joan Seavey, vice president of worldwide marketing.
The budget was more than $80,000. Three times this past year, Candle sent two separate e-mailings to WebSphere builders and managers. The builders’ e-mails spelled out what Candle termed best practices for architects and developers to use as they design and build WebSphere software. The managers’ communications addressed a business issue facing companies overseeing programs built on WebSphere, and provided specific recommendations.
In all, Candle sent out 25 different versions of the e-mails, resulting in more than 30,000 prospects asking to receive additional information.
Banner ads appeared on sites like Ebizq.com and Theserverside.com, advertising a series of Webinars in which experts explained pathWAI and offered related white papers, said Seavey. So far, Candle has run about 10 Webinars
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