Momentum uses email list rentals to increase leads

摘要

Birmingham, Ala.-based Momentum manages about 100,000 voice over Internet protocol (VoIP) seats for its customers, businesses and cable operators, as well as 350 other partners located across the U.S. Last September, the 80-person company started working with Austin, Texas-based digital marketing agency Tocquigny to expand its prospect database and broaden its sales base. Previously, the company had done no email marketing, so it relied on list rental to get started with the program, said Ashley DiPasquale, Tocquigny's assistant media planner. Tocquigny rented lists of about 25,000 names from three different vendors, targeting the purchases by vertical, company size and location, for a combined 73,697 address- es. Creative was A/B tested, with one email showing a large photo of a woman's face and the other, an image of the actual VoIP phone. Accompanying copy was the same in both cases, DiPasquale said.