High-Value Leads from a Targeted Email Strategy

Our client operates in a specialist B2B sector. Rather than aiming for mass lead generation, their goal was to attract a smaller number of high-quality prospects who align with their values and have strong potential for long-term partnerships. With this in mind, we designed a highly targeted email strategy that would engage directly with their ideal prospects in specific industry sectors.

The first campaign concentrated on sending tailored messages to 3 different decision makers (by job roles / dept) in each company effectively engaging with all of the decision-making unit at the same time. Rather than using a one-size-fits-all approach, the content was adapted to the pain points / problems relevant to each audience i.e. what they care about most. Whether it was operational efficiency, cost reduction, or long-term strategy, each recipient received messages that aligned with their day-to-day challenges and priorities.

This approach paid off. The first campaign achieved an open rate of 26.9%, a click-through rate (CTR) of 1.6%, and a click-to-open rate (CTOR) of 6.0%. We repeated the process with a secondary set of prospects, and that list performed even stronger, with a 33.6% open rate, 3.9% CTR, and 11.7% CTOR. Most importantly, the first converted lead from this campaign resulted in an initial order worth over £68,000.

Building on this success, the second email campaign focused more on pain points and linked to tackling these as part of the key issues facing the industry, positioning the client as a solution provider with genuine insight into their audience’s struggles. This more problem-solving messaging resonated with the audience, which is shown in an impressive 37.8% open rate, 5.7% CTR, and 15.0% CTOR. The second prospect converted from this campaign resulted in an initial order worth  £226,000, growing to a project figure of £1.1 million.

Whilst we’ve shared some of the email metrics it’s important to note email alone didn’t achieve these results. Both campaigns were supported by LinkedIn outreach that helped reinforce brand visibility with key decision makers and follow-up calls being the final and most critical piece of the puzzle. These weren’t cold calls, they were warm, well-timed and informed by previous digital engagement. Because we knew who opened emails, clicked links, or engaged on LinkedIn, our calls were both relevant and welcome. This human touch-point enable us to ask and answer questions, build trust, and ultimately set appointments based on genuine need and then produce proposals that converted into valuable new business and hopefully the beginning of long-term customer relationships.

Altogether, the integrated and highly targeted marketing and business development strategy generated +£1 million in new business from leads that were carefully nurtured and highly qualified. This case proves that with the right strategy, even a small, well-targeted list can deliver impressive results when quality and relevance take centre stage.