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 23.03.2009
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Kliendid / LHV Print page
Mail2market.net helped Lõhmus Haavel & Viisemann, a pan-Baltic investment bank, to launch its 2nd pillar pension funds in Estonian in Autumn 2004. The number of investors in LHV funds tripled as a results of the whole campaign. LHV more than doubled its market share at a very competitive Estonian pension fund market, compared to the beginning of the campaign.

Mail2market.net carried out the campaing from the initial planning to final execution by designing both campaing setup and strategy as well as developing the technological solution for launching it. In additon to internet channels, print media and radio was used to get the marketing message out to prospective customers.

At first, a prospective list of LHV pension fund customers created by the means of internet (banner and e-mail) marketing. Viral marketing strategy or send-to-friend functionality was applied in order to deliver the message to a wider target audience. More than 20 000 people participated in online survey that was later used to send personalized offers via e-mail.

Second, e-mail offers were delivered to prospective customers in order to ask about their opinion about joining LHV funds. Customers were given instructions on joining procedures. In addition, reminder e-mail messages were sent out that helped to increase the answer rates to the initial e-mail based questionnaire.

Third, Runway (a CATI company) followed up the second phase with telemarketing campaing by calling the prospective customers who didn’t react to offer messages sent out during the 2nd phase of the campaing. Runway was using a web-based telemarketing interface of mail2market.net to record information on customer interaction.

mail2market.net technology helped LHV and Runway to monitor campaign peformance in real-time that provided valuable information how to fine-tune campaign settings in order to acheive better results. Key performance indicators on both e-mail and telemarketing phases were calculated on a continuous basis which gave valuable insight to improve marketing.

As a result of the campaing over 5 000 new pension fund customers signed up for investing their regular pension fund payments into LHV funds.

Sample campaign message can be seen here:
• For an initial e-mail message browse http://www.mail2market.net/clients/lhv/index.htm
• For a follow up e-mail please browse http://www.mail2market.net/clients/lhv/index2.htm

For reference, please contact Mr. Tõnno Vähk, LHV pension fund manager. His e-mail address is tonno.vahk@lhv.ee and phone number is +372 568 004 47. Bookmark and Share
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