FPP Asset Management, the London-based emerging markets investment management boutique, has selected ProFundCom, an email tracking and management system, to improve its marketing and sales efficiency.
“ProFundCom told us which of our prospects were interested in which funds. We are now able to target the right products to the right prospects,” said Douglas Findlay-Shirras, marketing director at FPP.
ProFundCom centralises all regular email communication, and helps to manage distribution lists according to contact interest. Through the system, firms are able to track interest in their products and services, and as such their sales teams are able to focus on the most promising leads in their contact base.
FPP said in a statement that it expects ProFundCom to generate more solid leads for its sales team to act upon.
In a study carried out last year, ProFundCom found that in direct marketing, a 1 or 2 per cent is a good hit rate through a targeted mailing, and that regular emails to a firm’s contact base typically achieve a 10 per cent “click through” on a mailing. ProFundCom claims that those firms using its system regularly achieve click through rates in the 25-50 percent range