The agency came up with an integrated campaign (DM and web). In terms of the targets identified, two different strategies were used: IBM customers received an invitation email or card; non-IBM customers received a banner campaign on via sector sites. Channel support was provided by means of personalised letter and/or email to be used with one's own customers.A dedicated minisite was also created to register for the event, and a reminder email for users not yet registered was sent. Acknowledgement email was sent to participants. A post-event site was created, offering the chance to download documents with further information about the topics covered during the event.

Results of email invitations:Invitation to event: Open Rate 53; Click Rate 3%.Invitation to event reminder: Open Rate: 52%; Click Rate: 2%.Post-Event: The acknowledgement email achieved very good results in terms of Click Rate, confirming the success of the event. Open Rate: 66%; Click Rate: 56%.