Video Arts direct mail case study

We all waste time when we're interrupted at work and this campaign for training company Video Arts aimed to show how much we lose from those small interruptions. Why? To generate sales of the company's time management training programme.

The integrated campaign from Partners Andrews Aldridge kicked off with an email to key purchasers on the Video Arts' database. Sent at 4.59pm it suggested that it was time to leave work and directed customers to a web page offering a free lesson in time management – an online preview of the video session.

This was followed up with a letter using eye-catching typography which stated: 'If this is all you have time to read, visit www.videoarts.com/timemanagement'.

The campaign met all objectives, with the email generating an average 20% open rate and 25% click-through. Through segmenting the database, four targeted emails were sent out to specific groups, generating £31,000 of revenue in two months.