A California computer storage systems maker got a 6% clickthrough rate for an e-mailing that promoted a Webinar it conducted in late September. The company also cut bimonthly direct marketing expenses from $100,000 to only $7,500 when it scuttled regional seminars in favor of the Internet symposium.
MTI Technology Corp. sent a 5,000-unit e-mail campaign to chief technology officers, product development executives and other decision-makers at Fortune 2000 companies like IBM, HP and Oracle.
Beginning in December, the $106 million-a-year firm will initiate a series of Webinars aimed at such vertical markets as financial services, said Sinan Kanatsiz, president of Kanatsiz Communications Inc., MTI’s Pebble Beach, CA agency.
The September Webinar changed the company’s marketing strategy, said Steve Lefferdink, vice president of marketing for MTI enterprise storage.
Earlier this year MTI used postal mail and e-mail to promote its products through bimonthly regional seminars in nine U.S. cities. Those efforts yielded less-than-pleasing results.
While MTI pulled response rates between 2% and 4% for the seminars, Lefferdink conceded that these events were sparsely attended. Some, to which several hundred were invited, drew as few as 20 people. The company figured that Webinars