“Case study: How IT company increased response on U.K. e-mail campaign”

Posted by Joe Cannon

This article in BtoB (January 21, 2010)  “Case study: How IT company increased response on U.K. e-mail campaign,” offers instructors several benefits.  While the article is short, it shows how an American firm had to adapt its communications approach to get a better response from UK buyers.  The case study includes the adaptations made in an e-mail campaign and the before and after click-through rate.  It is also a good example of the use of e-mail, an important component of the promotion blend in B2B.  Check it out.

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This entry was posted on Friday, January 22nd, 2010 at 8:31 am and is filed under B2B, International, Market research, Promotion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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