Direct contact programs play a crucial role in B2B sales and marketing - and in case of online, eDMs (edirect mailers) are one of the lead media vehicles both in building brand salience as well as helping build preference. Thanks to our proprietary technology engine in optimizing business leads generation as well as our publisher network relationships, we are ideally placed in helping plan, manage, execute and monitor a mass based email campaign.

The modus-operandi is simple - right from getting the brief from the client, the team works out two critical aspects of the campaign: first and foremost, the understanding of the target audience. Here, with our vast experience in lead generation targeting as well as our understanding of the target audiences across various brand categories, we help profile the target customer, both in terms of demographics as well as likely psychographics. Second, comes the equally important aspect of planning and developing the message - in most cases, multiple messages.

Also, one aspect needs to be reiterated here. As part of the message and overall campaign development strategy, both the brand positioning rationale as well as evolution of the brand essence in terms of persona and core values will also be analyzed and evolved/modified.

Having achieved the above, we have several options before us:

• Do an email campaign using a leading publisher network and their   database, target opt-in respondents, thereby increasing the efficacy of the   reach in terms of the "right" kind of target customers
• Do an email campaign enmasse with the help of in-house databases, by   positioning the campaign in pre-identified and appropriate publisher   networks - here, while the reach of potential target customers is guaranteed,   the question of "effective reach" will always be a concern
• Thirdly and finally, we integrate an eDM campaign as part of an intensive   lead generation strategy, thereby ensuring both effective reach and potential   sales leads. Needless to add, this is the most effective and preferred   methodology in ensuring the most effective campaign