Results:
Email Campaign Response Rate Increased by 50% and a Resulting $126,000 in Revenue Opportunity Realized Through Live Person-to-Person Voice Phone Calls

Date:
April 2002

Company:
Raindance Communications NASDAQ: (RNDC)

Type of Business:
Leading Provider of Integrated Phone and Web Conferencing Solutions

Audience:
Prospective Conference Call and Collaborative Browsing Customers

Situation:
Raindance Communications contacted CallMe Corp. for the purpose of setting up Instant CallBack Service buttons on the company’s website and in its marketing emails. The company also considered using eStara’s “Push to Talk” technology for this application, but opted for CallMe’s solution instead due to its proven ability to launch calls over the reliable PSTN network. Furthermore, Raindance was very interested in using CallMe’s “Intelligent Pull” technology to display acquisition-oriented marketing pieces when the phone call was completed between interested customers and company representatives. CallMe and Raindance worked together to build custom creative for the buttons and login screens so as to ensure a seamless sales cycle on the company’s end, from initial contact to eventual close.

Instant CallBack Service Application:
Raindance implemented Instant CallBack Service call buttons in a 35,000-piece email marketing campaign over the course of the month of April. The purpose of voice-enabling each of the emails was to reduce the distance between interested customers and Raindance sales representatives.

Outcome:
Each of the emails sent out in this customer acquisition effort contained multiple feedback channels in addition to the call buttons. Even though there were three other means of communication that customers could have chosen to respond by (email, online form, & a 1-800 number), a total of 210 successful Instant CallBack phone calls were made just from the email marketing campaign. Even when given the opportunity to use alternative means of contact, the Instant CallBack Button increased the response rate by 50%. The prospects that used the call button were connected with Raindance sales representatives one to one via a voice phone call in a matter of seconds directly from the email. Of the 210 calls, approximately 20% resulted in new customer accounts. With an average value of $3000 per customer, voice-enabling the email campaign resulted in potentially $126,000 of incremental revenue for Raindance Communications.