RSA Security Inc.

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, says 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: