The objective: to encourage the key decision makers within O2’s business customers to get closer to their account managers via quarterly emails. The emails included account manager contact details and all replies go direct to them.

The content included product information which could enhance their experience of O2 and save them money, relevant cross-sell information, new features, special offers and hints and tips to help them get the most from O2. The result: the typical open rate was 50% and click-through rates were 14%.