Our Task
To improve the effectiveness of Avnet’s existing channel e-communications.
Background
Avnet Technology Solutions is a global IT solutions distributor of enterprise computing solutions, services, software and hardware. Avnet Technology Solutions collaborates with Business Partners and Suppliers to create and deliver market led solutions that address the IT business needs of their end-user customers locally and around the world. Avnet Technology Solutions is part of operating group Avnet Inc, which has 17,000 employees and revenues of US $26.5 billion.
As a value added solutions distributor, Avnet needs to keep its channel fully informed about its vast portfolio and resources to help them meet their customers’ IT requirements. To achieve this objective, Avnet sends out regular emails and e-newsletters to its partners, including product updates, partner resources, case studies and sales promotions.
Click through rates for these e-communications had been gradually decreasing and as Avnet needed to increase the visibility of its own service wrap offerings, the distributor set out to find ways to rejuvenate its partner communications.
Avnet’s Marketing Communications Manager, Lawrence Roberts started his research for a new supplier with a message on Twitter. This was picked up by Olivier Choron, Managing Director of purechannels and after discussions this led to Avnet deciding to engage the agency for a 3 month trial.
Avnet immediately embraced the suggestions made by purechannels.
Results
We redesigned Avnet’s current e-newsletter template to deliver professional, consistent, personal and relevant news. Each e-communication is now personalised to the recipient with a clear table of contents with compelling ‘call to actions’ prominently displayed underneath. Previously, stock imagery was used for header banners, but now each Business Unit e-communication features its own Marketing Unit Manager, with a short personal quote underlining Avnet’s strategic alignment with each vendor.
We were also given the remit to write copy for these communications and suggested fewer and shorter articles, creating more relevant messaging.
Further improvements in terms of frequency and cadence were recommended and we performed split-tests on subject lines for each Business Unit. Simple and ‘to-the-point’ subject lines are now used consistently to increase readership. We also deliver in-depth analysis and reporting on each campaign, as well as offering on-going assessment, guidance and the continual opportunity for positive evolvement.
The purechannels team initially created e-newsletters for five Business Units over a three month trial period. A dedicated internal copywriter was assigned to compose the articles, a Project Manager was added for day-to-day liaison and schedule co-ordination, and the team was led by a Senior Account Director/ Consultant to not only oversee the entire project but also to ensure articles were pertinent and relevant for Avnet’s channel.
Following a hugely successful trial, during which 100% plus open-rate increases were realised, Avnet awarded purechannels the contract to co-ordinate and manage its e-newsletters process. purechannels has now been adopted by nine of Avnet’s Business Units, with more to follow suit.
What They Say
“I want to thank you and your team for all your hard work. The Avnet team and I feel it was a great success, with the communications moving a giant leap forward. They now reflect our true position as a global 500 organisation. We provide a vital link in the technology supply chain and it’s imperative that we ensure our e-communications are delivering the right information. purechannels has completely owned this process, demonstrating a promising improvement on the readership and giving back valuable time to our Marketing Managers, enabling them to concentrate on other crucial facets of their jobs. Speaking to the other marketing managers, they are particularly impressed with the quality of content, the attention to detail and the way the communications look. They all speak very highly of the work you’re doing for them. I am sure this is a major factor in our marketing managers, using you for other work. I am looking forward to working with you through 2012.”
Lawrence Roberts, Marketing Communications Manager, Avnet Technology Solutions.