Bottomline TechnologiesHarnessing the power of the animal kingdom

The Problem

If money is the lifeblood of the economy, then Bottomline Technologies provides its financial heartbeat, providing business transaction solutions to more than 10,000 organisations, financial institutions and banks. Having set themselves an ambitious target of migrating 80% of their existing customer base to a new cloud-based solution (PTX), Bottomline came to us with the challenge of convincing their largest and most difficult-to-influence customers to do just that.

The Solution

Using the analogy of animal migration to reframe upgrading to PTX as a journey to a better place, our super-personalised campaign featured e-mail and direct mail content tailored to each target individual and their business sector. Each communication used compelling facts from the natural world alongside product benefits and customer testimonials to keep attention and educate our audience. However, the results speak for themselves - the campaign drove 80% more revenue from migrated customers and delivered Bottomline’s strongest ever e-mail campaign open rates.

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