Background
As one of Australia's most prominent Exhibition furniture hire and trade display companies, Morgan Expo are actively involved in hundreds of exhibitions per year and through this, thousands of customers. Communication as a result is of paramount importance.
Having traditionally relied on an exchange server for all email communication, Morgan Expo management realised that vast improvements to the way they communicated, their tracking of communications and the efficiency with which emails are sent could be achieved.
Approach
After initial discussions with Morgan Expo, 2BI determined that simply providing an email and bulk send platform would not provide the robust platform that the client truly required. As such, 2BI made the recommendation to undertake an in-depth communications workshop so that analysis of the various marketing components utilised by Morgan Expo and how email would work within that framework, could be considered.
As part of the overall delivery, 2BI used the information and analysis from the workshop to deliver a pre-eminent email strategy and solution.
Results
From the studies and workshop it was identified that whilst the email content may be intended to drive the recipient to the website, the primary focus should be given to match customer preferences and allow recipeinets to respond at a time that best suits (now or into the future).
To meet these needs, the email strategy and platform delivered provided clear courses of action; how to call, navigate to the website to begin their interaction, or to request Morgan Expo to re-contact them closer to the event date. With tracking in place, the delivered solution provides depth of analysis and ROI previously unachievable.