The IDMF has been the UK DM industry’s flagship event for over twenty years. Reed Exhibitions wanted to raise the profile of the IDMF by driving more unique users than ever before to the official website.
What we did
Using the cleanest data possible, a highly personalised DM campaign was launched across mail, email and web. Two waves of integrated DM and HTML went live with the aim of driving readers to a personalised website, enticing them to register for the event and learn more at the official website. This resulted in:
• Personalised email response rate of 44%
• Personalised DM response rate of 9%
• Unique website user increase of +55% from previous year
• The campaign was nominated and highly commended for eight marketing awards
