“We worked with Emma, the Head of Marketing at WTTB to define the campaign aims. Working with other printers to provide white label services is the majority of WTTB's business and it’s vital to their growth,” recalls Addis. “With that in mind, we decided to focus our efforts entirely on the print industry. One of our team members went through and manually checked every print industry website we could identify. Then we excluded companies that sell printing equipment and focused on the Owners, CEOs, and Managing, Commercial, and Operations Directors of verified print operations that would benefit from WTTB’s services.”
Lead Gen Dept also worked with WTTB to vet every potential contact before they sent the first email on their behalf. “I really want to emphasize that our clients approve each account and target prospect before we begin an email campaign. They need to say ‘Yes, these are the accounts that I want to sell to. These are the job titles.’ This ensures that every lead we generate is with a company that our clients actually want to do business with.”
The Power of Personalised Email
With WTTB on board, Lead Gen Dept used a four-step email framework that has worked exceptionally. This proven framework has also achieved significant results for Bridge Coffee Roasters, Orca Hygiene, Pervasive Displays and Blake Envelopes.
“Our approach works,” says Addis. “As unsexy as people think outbound email is, if you have the right message, aimed at the right audience, and it offers value, you will generate substantial results.”
“But it’s not that straightforward,” Addis adds. “In WTTB’s case, printing is an old school industry. It's not easy to craft an email that's highly relevant for that audience. It takes research and experience to develop a message that makes the receiver feel like our client actually sat down and wrote a detailed email for them alone. Our emails are never nagging and our communications are polite and natural. That is why we get results.”