VeriSign: Cost-efficient and effective adaptation of US direct mailing to the European market

Customer
VeriSign

Challenge
Create effective and cost-efficient lead generation programs in Europe with a limited budget.

Target audience
IT managers and professionals responsible for networks and security.

Solution
Re-purpose a successful U.S. campaign, by adapting it to meet local regulations, standards and preferences, while ensuring a cost-effective result.

Results

• The German and UK b2b direct mail campaigns resulted in high response rates
• Campaigns produced a high lead conversion rate
• The cost was two-thirds less than developing a local campaign for each country
• In the UK, the campaign achieved one of the highest response rates in VeriSign’s history
• The campaign won the 2004 Silver Beacon Award for a Single Direct Mail Piece from the Business Marketing Association, one of the largest marketing associations in the USA.

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