Persistence Pays Off in BTB Mail Campaign

Share this content:
A concerted and continual direct marketing effort to a single list is working for Oracle Small Business Suite provider NetLedger Inc. to generate awareness, interest and trial for the software.


NetLedger claims response rate has risen 20 percent to 0.6 percent against a June mail effort to 500,000 small businesses. A February mailing to the same audience garnered 0.5 percent for the San Mateo, CA, company. Ten percent of respondents have been converted to clients.


"What's encouraging is we're already seeing an improved yield on the second mailing, so it does corroborate our hypothesis that keeping a sustained effort against this list is more beneficial than dabbling in and out of different lists," said Jim LaBelle, NetLedger's vice president of marketing.


The Oracle Small Business Suite is an application service provider offering hosted by NetLedger. It is available for an annual fee of $1,200 for the initial user and $600 a year for each extra user.


The mailer encourages prospects to enroll on www.oraclesmallbusiness.com or call a toll-free number for a 14-day trial of the software suite. Endorsements from PC Magazine and a comparison between QuickBooks and the Oracle Small Business Suite pressed the case in the direct materials.


Previously, NetLedger's mailings involved a series of one-off efforts. But this did not get the desired results last year.


"In some ways, when you're purchasing software, it's also one of those things that can often be event-driven," LaBelle said.


These events could be the opening of a new office, overload of the current system that delays reports or if an accountant leaves.


Businesses are not always ready to purchase software when they receive a first direct mail. But it helps to stay in regular touch so that the marketer is top-of-mind, LaBelle said.


Rented from InfoUSA, the Oracle target list covered the retail, wholesale and professional services categories with 10 to 250 employees and sales of $1 million to $50 million. SIC code, size, metro-area location, high-speed Internet access and head of company were key attributes sought.


Supported by a $350,000 budget for the year, the NetLedger campaign kicked off with a mailing in February and followed in April by a telemarketing effort. Follow-up calls for the June mailing will begin next month.


Creative and execution was handled inhouse with the help of a consultant.


close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above