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Voice Over IP (VoIP) looks like it will be the way that everybody will communicate in 5 years' time - whether business or consumer.

Meridian Delta, acting as advertising company for Datasharp (part of BT) has been part of the early marketing of this service. Datasharp's representatives have been surprised with how big it is now - even in the early adopter stage.

Sexier than LCR or CPS, VoIP offers a whole range of different services to business clients. It gives a truly professional telephone system without the cost of expensive equipment or phone calls.

Discover the ground-breaking ways that Meridian Delta has helped market this new way of talking to business. Call us to find out what we can do for you.

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Objective Datasharp's consultant was concerned that the market had been saturated with boring cut-price call packages.

We agreed. The one thing we've always had trouble with on either fax or email was selling simple cut-price phone services.

Our mission was to not only incorporate the savings elements of the package, but to sell the advanced features of VoIP.
Why did they choose us? Price - our email costs are probably the lowest in the UK for specialist business-to-business marketing. Why? We're interested in getting repeat business from you, not just the one-offs. Quality data from quality suppliers.

Spam Protection - all our emails are strictly business related and conform with the relevant 2003 EU and UK laws.

Design Services - Ashton Creative designs get results. Up to 3 times the result of customer-designed emails. That's fact.
Whom were they targeting? Our data is never more than 9 months old - thanks to the specialist companies which supply us with data. We can get to just the companies you need. Click here to find out how.

Datasharp were primarily interested in finding companies with 5 or more members of staff. Although some profits came from call charges, the vast majority of the recurring income came from line charges. The more lines the better - that's how we targeted.
What were the results? After two or three false starts to the campaign where, free of charge, we changed emails and faxes readily to see what would get a better response, we finally hit upon the formula for success.

This product is considered as an "early adopter" - in other words, it's really only going to be the most technically literate that will go for it. This is how we pitched the advert (as you can see below).

Being an early adopter product, the response rate was around 1 per 3,000 - well below our normal response rates. We expect this rate to shoot up in the next 2 years. Most response levels at time of writing however are closer to the average response rate of 1-2 per 1,000.

   
All figures given are based on customer correspondence with us. Email marketing is a form of advertising, and as with all advertising it can be successful as well as unsuccessful. We do not guarantee any level of response. On average, for every 1,000 email sent out, there are 1-2 opt outs, even fewer than fax broadcasting! When we receive an opt-out, we remove the number from all databases to ensure they are never emailed by us or the pool participants again.