Best Practices

Innovative E-mail Blasts Result in Genuine Sales Leads

The Challenge:

To gather qualified sales leads and generate customized responses for prospective customers.

The Best Practice:

Use e-mail marketing to generate new sales leads.
Creative e-mails attract attention and get opened. Once the e-mail is opened and the user clicks on a link, the user's contact information is downloaded into a tracking report. Those reports reveal qualified leads that can be given to the sales team to follow up with closely targeted messages to their prospective customers.

Our Recommendation in Action:

To generate new sales leads, Chiquita Fruit Ingredients wanted to increase awareness among customers about the many products they offer beyond bananas. Anderson Partners developed an HTML e-mail with targeted brand and product messages that offered a free product sample, which customers found compelling.

The e-mail drove prospects to a microsite with a unique URL: www.morethanbananas.com. Once there, potential customers could learn more about the more-than 250 nutritional, tropical fruit ingredient products Chiquita Fruit Ingredients offers, and complete the form to request their free sample. Together, these pieces helped create an integrated interactive program that was engaging and helped sales to determine the customer's interest.

Our Approach to Best Practices:

Anderson Partners routinely highlights opportunities for our clients by researching, developing and analyzing best practices. Each year, we review food ingredient marketing communications industry-wide—trade pub articles, online activity, national trends, trade shows, published and syndicated research reports, and more—to uncover industry best practices.