Capium provides accountancy software for small businesses. It wanted to raise its profile after being nominated in every category of AccountingWEB's Software Excellence Awards, while also nurturing prospects ahead of Making Tax Digital compliance changes. Gunning Marketing created segmented email campaigns that helped Capium secure votes across the awards shortlist and achieved a 48% open rate for its Making Tax Digital campaign – more than double the industry average.
Capium was a relative newcomer to the market (a self-described ‘hungry tiger’), and wanted help building its profile, capitalising on its satisfied customer base. After every one of Capium’s modules secured nomination for AccountingWEB’s Software Excellence Awards 2018, asked us to write an email campaign to generate support from accountants, who vote for the shortlist.
They also asked us to support with a campaign to nurture accountant contacts they’d met at exhibitions, focusing on the looming Making Tax Digital (MTD) deadline and how Capium helps accountants prepare.
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.
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.
