Shortburst e-mail system reduces marketing spend

Shortburst has detailed how its bulk e-mail system has helped the Wayside Group reduce its marketing spend and increase promotion results via e-mail marketing.

The Wayside Group was spending GBP3,500 on print-based campaigns.

Shortburst said that using its bulk e-mail system, the company has reduced this to GBP25.

The browser-based Shortburst system uses pay-as-you-go technology, which enables users to be in complete control of their e-mail marketing campaigns.

As soon as a campaign has been sent, statistics can be viewed in real time revealing the e-mails that have been opened and the links that have been clicked through.

Snapshots of the campaign performance can be downloaded in different file formats for further analysis.

Subscriptions, bounces and unsubscriptions are handled automatically by Shortburst.

The Wayside Group uses e-mail to gather intelligence about customers' behaviour and to pre-qualify sales leads before telephone contact is made.

Customers who have been identified for a specific campaign are sent an e-mail giving them general information and inviting them to click through for further details.

Measurement of this click-through activity enables the sales team to identify which customers are looking for further information on specific products.

Using this data, the sales team contacts customers by telephone to offer further information.

The Wayside Group recently ran a campaign to promote vehicles in the Audi range.

Using Shortburst it cost only GBP24.75 to reach 2,475 potential customers.

Of those, almost 10 per cent clicked through to the various offers contained in the e-mail and the subsequent follow-up telephone calls resulted in a 25 per cent positive outcome, for example, an appointment was made, an ongoing dialogue resulted, or a sale was achieved.

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