A developer of a service to protect intellectual property has pulled a 6% response rate with a small e-mail campaign to generate leads.
Brand Defense Ltd. spent about $10,000 last November on two waves of e-mail to top executives at magazine and newspaper publishing companies. The circulation for each mailing was roughly 150. The cost included creative.
The result? The firm generated nine leads, which it turned over to its sales force, said president Sheridan Chambers. If only one lead buys the $1,000-a-month program, the effort will have paid for itself.
That beats the response of a much larger campaign to outside lists the month before. In that effort, Brand Defense sent out 150,000 e-mails to a wide range of companies that might fear theft of their electronic material, including publishers, television stations and audiovisual firms. The response rate was zero.
So the motto now is
Network
