Lead Generation Case Study: Customized Mailings to Drive Registrations
At first, the mailings from the CollaborativeCARE Conference (C3) weren’t going to include a registration form for the Nov. 15 to Nov. 20 event in Long Beach, Calif. The Weston, Mass.-based regional conference organizer was going to require physicians to register online.
But, going into the marketing campaign for their inaugural event, organizers thought better of it, says C3 Chief Marketing Officer Fred Criniti. Exactly 793 registrants later, they were glad they did. About 320 recipients mailed back handwritten registration forms — complete with email addresses.
“It blows us away,” Criniti says. “But it’s a little bit of a lesson learned for a marketer … I would hate to think how many people we would’ve lost if we didn’t offer the option.”