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Email solution for
Baring Asset Management
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"The
success of the pilot e-mail campaign, combined with
an efficient, effective and personal service has
led us to retain Broadsystem to further develop our
e-mail marketing capability."
Marketing Director, Baring Asset Management. |
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Objective
Baring Asset Management (BAM) used to post publications such as fund performance
charts and market reviews to its client base. It decided to email this information
in future and asked Broadsystem to design an appropriate e-mail management system.
Key needs were to:
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supply
timely, relevant content |
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track
download of Fund Fact sheets, links clicked and forwarded |
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reduce
postage costs |
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cleanse
and enhance their database |
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increase
targeting through more effective analysis of their intermediary
database |
Solution
We undertook a test campaign where
we sent BAM Fund Fact sheets to 1,500 recipients to demonstrate the
functionality of KANA Marketing, the campaign management software
we use.
Results
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increased
speed to market - particularly to foreign countries |
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increased
quality of data |
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reporting
functionality means account managers know when a client has
been downloading fund performance sheets. This allows for
much better targeted sales follow-up calls |
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money
saving – reduced costs of publication and distribution |
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a
more convenient communication method – very positive
client feedback |
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more
effective targeting of sales resources |
Following the success of the pilot campaign, BAM now delivers
the vast majority of its fund information via e-mail in the form
of weekly and monthly fact sheets. It has also increased the amount
of ad hoc marketing materials it sends out, as issuing it by e-mail
has made this kind of promotional activity so much more cost effective.
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