CommScope required electronic direct mail (EDM) content that communicated its expertise, product offering or events in an accurate and appealing way that addressed audience pain points in as few words as possible.
The content was tailored to a number of different personas, matching an audience of varying technical and business expertise. This includes engineers who understand the intricacies of the technologies through to company evaluators who need to understand the business benefits and TCO of them.
Using several stages of EDMs in each campaign, Futurity drafted content to entice readers into clicking through to CommScope’s desired link – be it a downloadable product asset, video clip or event registration page. The content was kept to approximately 120 words maximum for use in direct emailshots.
Consistent message and concise copy across EDMs helped CommScope secure targeted interest in specific product campaign assets and attendees for dedicated events.