Email marketing

- From target group analysis to successful email campaign

Getting your customers to remember your phone number isn’t always easy. Alfanummer® from Alfatell changes all that, as people find it easier to memorize words than numbers. The technique of using the company name, industry or product name instead of digits in the telephone number has been used for a long time, in places like the US and Canada.

You call an Alfanummer number exactly the same way you would call a normal telephone number, except you use the letters on the keypad instead of digits, pressing just once on the button containing that letter. Examples of this are 020-AFTONBLADET, 0200-APOTEKET or 0771-SAMSUNG.

A well-tested technique to optimize the telephone channel – now also in Sweden

”There are loads of advantages with Alfanummer, but the biggest advantage is that the numbers are so easy to remember, which affects campaign response. In addition, the numbers are measurable, so the companies receive data on calls received and the opportunity to measure the response to their campaigns. This is unique in European contexts. Alfanummer has been around in the US for a long time, but the numbers were only released on the Swedish market on 22nd April this year. Bearing in mind the effect and the value the service has for campaigns, the potential in Sweden in enormous," says Börge Lorentz Figenschau, Sales Director of Alfatell.

From target group analysis to successful email campaign

In order for Alfatell to reach out to its market, an investigation was carried out first, together with PAR, of which markets were the highest priority to approach. The number in the target group selection was downscaled more precisely, by selecting specific industries and turnover intervals. The work resulted in two target groups – one approached via radio and advertising. The other target group, consisting of decision makers, CEOs and Marketing Directors was approached via email, with data from PAR’s trade & industry database, Parad.

Production and distribution of email campaigns

”By also employing PAR’s digital production department, who were familiar with the digital production apparatus, we avoided not only spending time on it, but we also reduced the risk of sending emails classed as spam," explains Börge.

Alfanummer number suggestions in the mailing

To increase the mailing’s attention-grabbing factor, personal information was interwoven into the subject box and email content. The subject box contained the company name and interwoven into the email was the name of the CEO or Marketing Director receiving the email. In addition, suggestions for suitable Alfanummer numbers for each company were included, which contributed to getting more emails opened and increased the click frequency. The emails were divided into smaller groups so that Alfatell’s salespeople had time to follow them up shortly after they were sent. They received a lot of attention, which made follow ups and introduction easier.

Effective follow ups via email statistics

PAR continuously provided Alfatell with lists, complete with names, companies, job titles and telephone numbers, as well as the postal addresses of the individuals who, according to statistics, had opened the email and clicked on the link.

”The advantage of emails in this context is that you can receive statistics and follow up lists whenever you want. And at an individual level. We can see straight away what the recipient clicked on and as a result, we can control what we will discuss in the follow up call," continues Börge.

Worth reminding

A short while after the first email is sent out, a reminder was sent to the same target group. More recipients opened the email and more people clicked on the links in the email to find out more. The follow-up call went even better this time around.

”Seen as an introduction campaign, where we both wanted to get us and Alfanummer known, and we wanted to increase our sales, email plus telephone is a very effective tool,” concludes Börge.

The result of the email and telephone campaign was more clients and more revenues for Alfatell.

 

Would you like to find out more?

Contact PAR today on +46 (0)8-775 36 00 or send an e-mail.