M&S for business is the B2B side of retailers Marks & Spencer. They specialise in gift cards, vouchers and hampers for corporate clients.
The aim of this campaign was to maximise orders of hampers for corporate clients in the run up to Christmas using a combination of multi-phase email activity and telephony.
The campaign was designed to appeal to both lapsed M&S customers, and new prospect data acquired by Industry.
Industry wrote two separate initial emails; one to existing customers/managed accounts and one to be sent to the acquired prospect data.
These linked through to a landing page that allowed interested prospects to indicate whether they were likely to spend over £1000 or under £1000 on hampers.
Those who indicated a likely spend of over £1000 were fed directly to M&S’s fulﬁlment team to follow up with telephony.
Those who indicated a spend of under £1000 were redirected to the M&S for business website, where they could download the M&S Christmas range brochure.
Non-responders were sent a follow-up email one week later.
The campaign generated responses from Volvo Group UK Ltd, Virgin Money, Balfour Beatty and LEGO among many others.
- Over 240 requests for orders over £1000
- 16 meetings and call-back requests
- Over 45 positive replies
- A total sales pipeline of over £440,000