E-mail marketing campaign

How we helped Pipex Wireless to market WiMax in the UK and sign-up consumers to trial the new service.

Client Brief

Pipex Wireless was a start-up joint venture between Pipex and Intel offering WiMax services to UK consumers. Pipex Wireless is now widely known as Freedom4.

TBS has a great record of working with early market entrants such as Pipex Wireless. And as a web design company local to the client, we had designed and developed the Pipex Wireless launch web site.

The site provided a variety of content for both investors and consumers. This included web applications such as dynamic press releases, careers information and job applications. The site also provided portal access for consumers registered on WiMax trials.

The campaign brief was to design and run an HTML e-mail marketing campaign to recruit new consumer registrations for regional WiMax service trial. The campaign conversion was to capture consumer profile details for marketing purposes and to maximise sign-ups.

TBS Solution

Our web design and web development teams created a simple HTML e-mail design for distribution. It was designed with simplicity, clarity and directness for the target audience of techno-savvy, early adopters.

We also developed a web site campaign landing page. This integrated Google Maps to displayed the geographic areas covered by the WiMax trial.

TBS web development teams designed and built a highly customised content management system (CMS) based on Open Source technologies.

The landing page prompted users to select options from a clear, modern style form. On click, users were taken to the standard registration page. Here most fields were pre-populated with their selections, making registration a breeze.

The results

TBS worked over a very short time-frame - just eight working days - to create the campaign from scratch and send out e-mails.

Pipex Wireless was very impressed that TBS were able to respond so quickly and deliver a great result.

The client was also pleased with the creative value-add. TBS completely re-vamped the client's own initial creative work. This made it consistent with the web site branding and production quality.

The client was also very impressed with the real-time reporting interface for tracking results.

An experienced user of various market-leading campaign monitoring tools, the client also commented positively on the power and simplicity of the tools from the vendor we selected.