Case study: Fusion People

Focus on viewing email ROI through their Sales Force integration

With 12 specialist companies and 100 years of experience Fusion People are considered as pioneers in the recruitment industry. Their expertise lies within four core sectors, Engineering, Construction, Finance & IT and due to the nature of their business they have to deal with a dual target audience: candidates (people who are looking for work) and clients (direct employers who are looking for skilled candidates). Their main objective was to find a tool that will give them the right statistics & results to justify the cost of email marketing whilst being fully integrated to their SalesForce CRM system.

The team at Fusion People were looking for a way to demonstrate ROI on all email campaigns. Using an inbuilt tool on their database was not good enough any more. That’s why they decided to join Pure360. Tracking subscriber activity and being able to integrate with their CRM was a huge priority.

The Solution

Thanks to Pure360’s integration, Fusion People are now able to link their email campaigns to their CRM Salesforce and therefore draw results back directly into their database. Clever sign up forms have also helped ensure that anyone signing up from any of their 15 websites gets included in their email campaigns. Kelly French, Senior Marketing Executive at Fusion People, affirms “This seamless to Salesforce link allows us quick and easy way to automate our sign-up emails and keep in touch with our candidates”.

The Results

The results talk for themselves. Average response rates have increased from just 1.2% to 7.6% in three months. Open rates are often over three times that national average at 30%, increasing up to 60% on campaign resends. B2C emails receive the highest open rates while B2B emails have by far the best click through at times exceeding 60%. Another great result is that 50% of their mobile app downloads come from a call to action in their automated sign up emails. Kelly French states “Having now worked with Pure360 for over 18 months we have found it has become an integral part of our marketing campaigns and an invaluable tool in showing ROI for our email sends. The variety of tools on offer to personalise, target and measure our sends are both useful and easy to use, failing that the support and account management teams are extremely helpful”.

Plans for the future

The results talk for themselves. Average response rates have increased from just 1.2% to 7.6% in three months. Open rates are often over three times that national average at 30%, increasing up to 60% on campaign resends. B2C emails receive the highest open rates while B2B emails have by far the best click through at times exceeding 60%. Another great result is that 50% of their mobile app downloads come from a call to action in their automated sign up emails.

Questions?

We’re here to help. Call us and speak to an email marketing expert who will answer any questions you might have.

  • 0844 273 4620
  • “Having now worked with Pure360 for over 18 months we have found it has become an integral part of our marketing campaigns and an invaluable tool in showing ROI for our email sends. The variety of tools on offer to personalise, target and measure our sends are both useful and easy to use, failing that the support and account management teams are extremely helpful”.

    Fusion People
Paul Edge
Paul Edge
At Pure360 I have gained a strong knowledge of email marketing best practices, including segmentation, deliverability, data cleansing and optimising performance including subject line testing, message content, setting up email nurturing programmes and sending targeted offers.
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