Software Firm Finds Small Is Better When It Comes to E-mail

Posted on by Chief Marketer Staff

A small developer of a service to protect intellectual property has pulled a 6% response rate with a small e-mail campaign to generate leads.

Brand Defense Ltd. spent about $10,000 last November on two waves of e-mail to top executives at magazine and newspaper publishing companies. The circulation for each mailing was roughly 150.

The firm generated nine leads, which it turned over to its sales force, said president Sheridan Chambers. If only one lead buys the $1,000-a-month program, the effort will have paid for itself.

And that beats the response of a much larger campaign to outside lists the month before. In that effort, Brand Defense sent out a 150,000 e-mails to a wide range of companies that might fear theft of their electronic material, including publishers, television stations, and audio visual firms. The response rate was zero.

So the motto now is “Keep it small,” Chambers said. In December, the company sent out an even tinier prospect mailing to research analysis companies. The response had not yet been calculated at deadline.

Founded only a year ago, Brand Defense has landed just under 100 clients, and has a database of 250 prospect firms, according to Chambers. The firm expects to gross $3 million this year, and will probably spend upwards of $450,000 on direct marketing.

Since May, the San Antonio company has also been running direct response space ads in such trade magazines as IP Worldwide and telemarketing to general counsels and other legal staffers at prospect companies.

Brand Defense.com used its own prospect database for both of the small mailings.

Brand Defense provides lawyers with tools that can assist them can them in catching and possibly taking legal action against violators.

For about $1,000 per month, the firm will scour the Internet in pursuit of misuses of company

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