COMDEX

1
Services Adoption Campaign Re-cap June 22, 2004
2
Total Campaign Overview

• In House Lists Industry average for B2B open
  rate is approximately 30-50 and 3-8 for clicks.
  (Email Metrics 2003)
• Rented Lists Industry Average for B2B open rate
  is 15-30, and 0-1 for clicks (Marketing Sherpa
  2003).

3
Services Adoption Campaign Form Submittals

• Breakout of form submittals
• 20 from January 04 email
• 10 from May 04 email

4
Creative Differences
Jan 04 In House Send
May 04 List Rental Send
5
List Rental Creative Details

• List Rental Specifics
• Business Cellular/Mobile Carriers
• Job Titles 50 Corporate Management 50 Sales
  Marketing
• Creative Specifics
• January creative was more geared towards the
  whitepaper download
• 2 links to download, one to reply today
• May creative was more geared towards the reply
  today
• 2 links to email reply, one for the whitepaper
  download

6
Analysis Future Action Items

• Perhaps the messages should have been reversed
• Use soft sell for those who arent actively
  engaged with Openwave
• For the List Rental, the copy is geared towards
  finance (profitability, revenue, budget). Need
  to speak marketing language
• Brand whitepaper as marketing report to elicit
  higher form response
• Agency can manage creative to better target the
  audience
• Potentially segment by job title have 2
  creative messages