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| Enabling Successful Customer Interactions - How InSight helped Serena Software generate leads, and communicate with prospects and customers. | ||||||
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A major marketing initiative for Serena Software, Inc., a leader in software change management products, is its annual user conference. Historically, they would fill seats by sending out a large, costly brochure, which required readers to phone, fax or type in a URL in order to register. Attendance had been hovering around 250, and Serena wanted to increase that number to 350 - and spend less doing it. They also wanted to increase awareness and attendance by non-customers, with the objective of converting them to customers. |
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| A Boost in Conference Attendance | ||||||
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InSight recommended integrating direct mail with electronic invitations, to help improve attendance by customers and non-customers alike. InSight's email invitations clearly communicated the benefits of conference attendance, and boosted response with dynamic graphics and a valuable offer. A hyperlink to the registration URL took prospects to a landing page that reinforced messages, and was graphically consistent. Email invitations could be sent inexpensively to current customers, known prospects and names from purchased opt-in email lists. Both paper and online registrations required an email address, so that future communications could be accomplished electronically and eliminate mailing costs. Adding the email campaign to Serena’s marketing mix helped boost attendance to over 380 participants. 26% of registrants came directly from the email campaign - compared with 26% from phone calls and 18% from direct mail - and at a fraction of the cost. Only word-of-mouth (24% of registrants) cost less! |
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| Intelligent Follow-up | ||||||
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The email addresses of conference attendees gave Serena an excellent foundation for building ongoing customer and prospect relationships. InSight developed an aggressive follow-up campaign, which included email invitations to Web seminars and links to white papers, each featuring a different Serena product. The result was a dramatic increase in Web seminar attendance, and through the use of additional purchased opt-in email lists, they achieved a 76% reduction in per-lead costs, compared with Serena’s previous e-marketing programs. |
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