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Icreon - demand generation for IT services
background
Icreon UK is a client facing project and account management arm of Icreon, an India based IT Services company. The business has steadily attracted clients and has a portfolio of international client names both in the UK, US and Middle East that is hoped will give credibility to attract more and bigger client assignments.
brief
Review outbound email and landing page messages and strategy to provide better results from emails targeted at IT Directors/Managers within Medium to Large UK based businesses. The ultimate objective was for them to make contact with Icreon, via the form, email or telephone.The mailing list has been created as a filtered list from UK computing magazine readers.
solution
All email has to focus on gaining attention and being as relevant as possible to the recipient's role and interest level.
As these magazine subscribers/readers had no previous relationship with Icreon but had opted-in to receive 3rd party communications from selected computing magazine partners, the email subject line, title and contents would have to be especially focused.
Finding a relevant but universally applicable perspective on the offer of off-shore IT services was key. We realised that not all recipients had the same knowledge or experience of using off-shore IT resources, so we couldn't focus on one scenario on this occassion.
What we realised was that, especially in this economy, IT Directors were being asked to meet business needs and deliver strategically important IT projects with static or lower budgets and often with a need to lower headcount.
Empathy with this mindset, refering to the apparently impossible equation or getting the same for less, ot more for the same, would form the subject line and headline title.
Next was the question of body copy and the two services they wished to promote. The previous copy had used terms like Offshore developement and Fixed price solutions, two of the features of their services.
In order to clearly link the services back to the subject line and title, but also to provide a visual / headline focus for an optimal two column design, we renamed the service areas as OnDemand and OnSpec.
The On, suggests the mode of use, giving control to the client to have the services the way they way. Two small visuals were added to the HTML email layout to add visual focus.
Landing pages were designed to continue the journey for those interested to click through and read about these two services, with response mechanisms, testimonials and technical qualifications prominent.
The campaign was sent to 600 IT Directors and Managers, all with different levels of need and knowledge about off-shore services.
The client is now working to secure more targeted lists and using the emails with other marketing partners. The service branding will also be retained and used in other marketing and on the website going forward.
