Creating Results began with new campaign creative for online and print ads. This advertising would drive to conversion-oriented landing pages.
There was no time or budget for direct mail (a technique proven effective with older adults). Thames Edge would have to rely on another proven channel: EMAIL.
Creating Results had typically cautioned clients against using purchased email lists. We were predisposed to rely on in-house databases containing contacts who had already demonstrated interest in receiving ongoing messaging targeting older adults. However, Thames Edge had not previously invested in an email marketing program so their existing database did not contain leads of any significance.
After vetting a variety of email list providers, Creating Results purchased a list of nearly 54,000 addresses that fit the Thames Edge profile. We designed and sent an email to this list promoting an upcoming Open House. Leads were directed to RSVP online.
At the same time, our creative department designed new email templates that the Thames Edge sales team could use internally with their database. The team used the new template to increase and improve their personalized communications with existing leads.
One month later, a second message was deployed to the same purchased list. This email drove leads to the Thames Edge website, which had been refreshed with new creative and given a greater emphasis on lead capture.