Microsoft B2B campaign expands on triggered e-mail

12/22/2011 | MarketingSherpa

Microsoft's B2B campaign for Office 2010 made model use of triggered e-mail, according to this case study. The customer nurturing program involved a lengthy process of triggered e-mail to get new purchasers started and immediately productive. Employing heavy use of video content and putting real people using the product at the center of the campaign, Microsoft enjoyed an 800% increase in open rate, a 2,100% increase in clickthroughs and got two-thirds of customers to try a new feature.

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