E-mail Marketing

Topcon Positioning MEA is a world leader in the manufacture of optical and electronic instruments for Positioning, Smart Infrastructure & Eye Care.TPMA distributes positioning products for surveying, construction, civil engineering, BIM, Agriculture, Aerial/Mobile Mapping solutions.

Challenge

Topcon wanted to reach a very niche B2B audience in the UAE and KSA markets to promote its software Virtuosity and to do so they came up with the Free Online Training program for the same. The Challenge was to reach the desired audience in the B2B industry to create form submissions on their website.

Solution

Topcon had budgets constraints and so the best way the media team could execute this project was to send mailers. The team researched and sat through the target audience, filtered the most relevant designation and industries that matched close enough to their existing database, and partnered with a third-party database provider to shoot the mailer out.

Impact

The results were very encouraging with 5 different industries and 2 countries recording an average open rate of 4% while an average click-through rate of 8% was delivered. The website traffic boosted up by 25% on the mailer day and the client received 4x times the inquiries.