Serving Industry Leaders through Online Marketing
Royal Bank of Scotland
How the Royal Bank of Scotland recruited and retained new clients online --
The Royal Bank of Scotland wished to acquire and retain new clients: the financial directors of the biggest British Companies.
In this campaign, a Cash Management manual (a free download) is offered.
The target email lists are selected from different B2B FlyingPost opt-in email lists.
The online marketing campaign is carried out in 4 successive mailings.
RBS benefits from an average of 14.8% visits on its website,
and around 7.5% (more than half the visitors) download the
offered manual and subscribe to RBS's lists (in order to receive