Accounting

The Client
PKF, one of the UK’s leading firm’s of accountants and business advisors, has developed a direct mail campaign to encourage it’s target audience to opt-in to receive email communications over paper based material. Julie Barratt, Marketing Manager at PKF devised the direct mail campaign in-house in order to stress the benefits of email communications. PKF appointed Concep last year to help develop its email communications programme.

The firm has more than 1,500 partners and staff operating in over 22 offices around the country. Principal services include assurance and advisory; consultancy; corporate finance; corporate recovery and insolvency; forensic; and taxation. The firm has particular expertise in advising sectors such as small and medium sized companies; charities; hotels and leisure; medical; mining; professional partnerships; property and construction and public sector.

The Pain
PKF wanted to know that what they were sending their audience was relevant and sent in a desired format. They understood that by knowing the preferences of their audience would mean better received and read communications. Electronic delivery of their communications would also result in a significant cost saving.

The Solution
The objective of the campaign was to stress the benefits of receiving emails from PKF. Some of these are included below:
 

• Faster communication
• Targeted communication - kept informed of issues opted in to
• Summary of information - with links to full articles
• 2 way communication - feedback on future topics that recipients would like covered, any comments questions they have for PKF
• Can quickly pass on the information to colleagues
• Environmentally friendly

The Results
Julie Barratt, Marketing Manager at PKF says:
“Some people were already receiving email communications from us, so this campaign was to increase the mailing lists. Going forward, these people will now receive email newsletters to the publications they signed up for. Now, by using Concep campaigner we will be able to see what people are finding interesting - better benefits on the reporting side of things and to drive more traffic to the website.”