The Challenge:
Communicate the individual specific benefits of TODCO's overhead door
models to the key specifying audience, truck fleets, and measure the results.
The Solution:
Utilize trade publication opt-in email databases to periodically
send product benefit e-mails.
The Result:
An ongoing e-mail campaign with an average open rate (the number of receivers
who opened the message) of 27.5% and an average unique click-through
rate (the number of receivers who read the e-mail and clicked
through to TODCO's Web site for further information) of over
5%, well above industry averages.
