Global Knowledge, a computer training company that once relied only on direct mail to market its courses, pulled in more than 2,435 leads through October with an e-mail newsletter campaign tied to a Webinar.
The cost per lead was 20 cents, compared with 40 cents for leads acquired from direct mailings.
Prior to this fall, Global’s sole direct effort for its classroom-based and online training courses was to send out nearly 30 million pieces of mail a year.
But the Cary, NC company felt it needed an extra push now, said e-marketing director Dale Leatherwood.
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