How an Accountant increased Click-through rate & Direct Marketing results

Have you ever thought that an accountant could make a significant impact on your direct marketing results? Here's a case study published on inc.com that highlights the importance of brainstorming and idea generation in the work environment.

The story starts with a company looking for ways to engage its employees in social media in order to get its message to its target market. The entrepreneur asked groups of employees from different departments to conduct meetings and brainstorm. One employee from accounting department mentioned that the company sent out dozens of invoices each week, and that most of the page was blank. Why not use the blank space to engage customers? So the company began publishing in that space links to its white papers and blog posts from members of the company's senior management.

The impact!

• Click-through rate for the links on the invoices hit 20 percent.
• It turned a one-way conversation ("balance due") into something more useful and meaningful for the customer

Source: A Hidden Social Media Opportunity