Approach

The email campaigns mirrored the way Capium partner with accountants, using an approach and tone of voice that reinforced the company’s role as the ‘accountant’s champion.’

For the Software Excellence Awards series, we created a segmented email workflow targeting users of the different software modules – including reminders as the voting deadline loomed.

For the general MTD campaign, we focused on nurturing, building a relationship with readers as we educated them about Making Tax Digital nuances. This helped establish Capium’s authority and lay a firmer groundwork for demos and trials.

Result

Off the back of the Software Excellence Awards campaign, Capium secured votes to be shortlisted for every category – the only provider to secure a clean sweep.

Our MTD campaign was also highly successful. Key emails had a 48% open rate, compared to the industry standards of 19.81% for software and 20.47% for finance. And they engaged with the contents. For example, 64.6% of recipients read an update on HMRC guidance (as opposed to scanning the contents).

After these 2 campaigns, we provided additional digital marketing support to Capium, including a content strategy and blog posts.