Peregrine was briefed to develop a series of corporate messages for EI Sturdza that were then used to as the basis of a communications strategy to raise the bank’s profile, particularly amongst European investors.
Peregrine were also tasked with applying these to a wider marketing campaign including an email campaign that included the design of templates and management of the distribution list.
Objectives
Develop an email marketing strategy that is part of the wider integrated marketing communications plan.
Create both standard and customised email templates that reflect the brand image.
Manage EI Sturdza’s main email distribution list.
Actively engage and target both existing and potential clients, increasing lead generation and website traffic.
Strategy
Analysed EI Sturdza’s requirements and provided the optimal platform for email newsletters, which was set up and integrated with specialist CRM software.
Managed EI Sturdza’s email distribution list by removing 4,000 invalid email addresses and then segmenting the remaining list by specially devised groups, in order to tailor content by audience.
Peregrine built and designed both standard and customised email templates which were used for informational and promotional purposes. These templates accommodated a wide array of content, including weekly and daily share price reports, monthly factsheets, event invitations, and fund launches.
Peregrine performed ongoing analysis of the impact of the newsletters, in order to refine each campaign and improve future engagement.
Results
For EI Sturdza, Peregrine established a unified platform that serves multiple purposes: email distribution, in-depth analysis, an understanding of both the client’s trends and needs, and giving support to sales activities.
In 2015, 26% of all brand impressions came from email newsletters.
In 2015, 20% of all website traffic came from email newsletters.
The email campaigns engagement ratio reached up to 50%.
Following Peregrine’s marketing communications services, total AUM increased from $1.8bn to $2.8bn.
