The Client:
M&S for business is the B2B side of retailers Marks & Spencer. They specialise in gift cards, vouchers and hampers for corporate clients.
The Challenge:
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.
The Campaign:
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 Results:
The campaign generated responses from Volvo Group UK Ltd, Virgin Money, Balfour Beatty and LEGO among many others.
In Numbers:
- 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
