A Door-Opening Direct Mail Campaign Helps Get a Handle On a Targeted Audience
ACCOUNT-BASED MARKETING | PRINT DESIGN | CONTENT DEVELOPMENT
A clear and bold heading
Rittal wanted an innovative way to help control panel builders understand the value of Rittal Automation Systems. A targeted direct mail campaign with an incentive too good to pass up drove nearly a third of recipients to schedule a meeting with Rittal’s sales team.
An attention-grabbing account-based marketing campaign
Control panel manufacturers struggle with the time and cost associated with the manual modification of industrial enclosures and electrical panels. Using state-of-the-art machining and laser cutting technology, Rittal’s RAS products automate these processes with superior speed and precision.
Rittal looked to us to create a multi-channel initiative designed to demystify the RAS suite and demonstrate how automating panel modification could optimize panel shops' processes, reduce costs and time, and increase productivity.
With a targeted list of 100 contacts, we created a dimensional direct mail piece — what we lovingly refer to as a lumpy – that featured a full-color booklet complete with testimonials and product information to help demonstrate the versatility, durability, and value of RAS products as well as a complimentary 13-piece screwdriver kit that was only missing one thing...
A clear and bold heading
As a thank you for scheduling a meeting, recipients received a Rittal branded screwdriver handle to complete the 13-piece set and cement Rittal as the ideal automation partner.
An impressive 30% conversion rate
The interchangeable design of the RAS screwdriver set is emblematic of Rittal’s commitment to providing tools that are durable and flexible to help manufacturers adapt to an ever-changing industrial landscape. And its bright pink handle has the added benefit of being easily distinguishable from other screwdrivers in a busy panel shop, making it tougher to lose.
To follow up on the lumpy, we designed an email nurture campaign with educational content on the long-term benefits of automation. Each email ended with a call-to-action to meet with Rittal’s sales team. By the end of the campaign, 30% of the targeted contacts had booked a meeting.
