Maintaining Mindshare with E-mail Newsletters
How could Korn/Ferry maintain local mindshare as the preferred provider of executive human capital when needs arise?
Background
Korn/Ferry is the premier
provider of executive human capital solutions, with services ranging from
corporate governance and CEO recruitment to executive search, middle-management
recruitment and Leadership Development Solutions.
The
Challenge
While corporate marketing provides materials for the more
than 70 Korn/Ferry offices worldwide, the Seattle office wanted to do more to
maintain the type of mindshare with local executives that is so important in
helping to keep them the preferred provider when human capital needs came up.
The Solution
CRM Group developed and implemented an
e-mail newsletter campaign designed to reinforce Korn/Ferry's position as the
premier provider of executive human capital solutions in a timely and
unobtrusive way. By delivering content that local executives in Korn/Ferry's
target customer base found relevant and compelling they were able to expand the
awareness and usage of Korn/Ferry's services while building loyalty in its
customer base.
Step One: Determining Overall Objectives and
Brainstorming Content Categories
As the first step CRM Group worked
with Korn/Ferry management to determine the goals for the e-Newsletter campaign
and strategize the key content types that would best accomplish them. CRM
Group's experience in developing e-mail newsletters was particularly helpful
here as they were able to suggest content that had historically driven the most
interest from e-Newsletter recipients.
Step Two: Creating the
Right Look and Feel
In creating the newsletter design it was
important to provide a framework for effective customer communications while
staying true to Korn/Ferry's corporate branding. In addition, a special banner
was developed that featured the Seattle skyline to give the newsletter a local
flair.
Step Three: Optimizing for Performance
The
last step was to leverage CRM Group's experience in creating e-mail newsletters
to help craft a vehicle that was optimized for open rates, click through rates
and conversion. Important factors considered were the balance between images and
HTML, short text versus long text, the number of links and their correct
positioning, proper preview window display and more.
The
Results
Korn/Ferry's Seattle e-Newsletter was not only very well
received by business executives in the area but also became a terrific source of
leads for the Korn/Ferry client partners.
Performance
Feedback
Korn/Ferry's Senior Client Partner, Eddie Pasatiempo said,
"It was really great to have someone as experienced in e-mail newsletter design
and creation as the CRM Group to help drive this project. Their guidance was
instrumental in our developing a top-quality product within a very short time
frame."
Let us show you how an e-mail newsletter campaign can benefit
your business. Call us at 425- 827-7526 or write to info@crmgroupusa.com to learn
more.
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