Booth Ainsworth is one of South Manchester's leading independent accounting Firms with eight partners and a total complement of seventy four personnel. The Firm has marketed to its client base using traditional direct marketing including direct mail, newsletters and also out bound telesales to prospects.

The business problem:

Although the Firm uses traditional marketing methods to keep in contact with its clients, there is little information or feed back regarding whether a recipient to a direct mail shot found the content of interest and if they read it or not.

Standard E-Mail systems and CRM applications don't provide full real time campaign reporting. Direct Mail also suffers from the amount of time and cost required to create each campaign including printing, envelopes, stuffing and postage. This coupled with recent changes in mail costs depending on weight and size meant the Firm wanted to choose an alternative solution.

The Firm also wanted a means of raising its profile with prospective clients in a way that messages could be tailored to particular profiles of Director's and decision makers, effectively 'tuning' into their business interests.

The solution:

Booth Ainsworth turned to a technological E-Mail marketing solution from Cheshire based Opening Doors.

The web based solution allows a company to create, manage and deliver low cost, focussed, high response email marketing to clients covering news letters, services, new developments and upgrades to, for example Sage.

Messages can be easily created with HTML graphics built in as a template and the subject line personalised to the individual recipient. The system provides full real time management reporting so that the user can see who has received, opened and read the email, whether they forwarded it onto some one else and what links and subject areas they read within the email as areas of interest.

The key reasons in choosing the system were its low cost, ease of use and the ability for the Firm to use it on an on going basis independently of Opening Doors.