Best Small Business Email Message

The telecoms market is a highly competitive one. As a provider of multiple products and services exclusively to small businesses - including broadband and fibre broadband - we compete directly with BT. We often find that disgruntled business owners fed up of paying over the odds for a poor service from BT switch to us and save huge amounts of money. Because of this, we like to spell out exactly how much small businesses could save if they switch to us. This time though, we got it wrong. We claimed that we were 44% cheaper than BT, but when BT did the calculations they found that we were in fact 37% cheaper, and wrote to us to tell us so. Naturally, we exploited their honesty in this witty piece of email marketing. And people loved it. “Excellent marketing! The subject line got me to open the mail. The savings was stressed and I got a little laugh at the expense of your competitor” Mindy Stern said. “A masterclass in marketing”, Paul Elliot Smith called it. Steff Easom went as far as to say it was “Possibly the best marketing email ever”. The email campaign strengthened XLN’s number of online engagements by 160% and the total number of sales leads from email by 56% year on year (comparing January 2017 vs January 2016).

Contributors:

Founder & CEO:	Christian Nellemann
Julian Przygrodzki:	Brand Director
Jack Stratten:	Copywriter
Robbie Henderson:	Senior Marketing Manager

XLN

Location: UK