ING DIRECT. ~ Case Study ~ T: +44 (0) W: E: info@inboxinsight.co.uk

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1 ING DIRECT ~ Case Study ~

2 ING DIRECT ~ Case Study ~ Background In 2012, ING Direct launched a new business savings product targeted at core market of SMEs/Small Business owners and MDs. Although ING Direct is very developed in the consumer savings market, it is not a known business service provider. Objectives PHD needed to raise awareness of ING Business, build position for ING Direct as a trusted business service provider and ultimately drive new accounts with direct response activity. However, SMEs are notoriously difficult to target as they are many and varied. They span the country, working across all sectors. Whilst there are some opportunities on specific SME websites these neither deliver the cumulative reach, stature or cost effectiveness to deliver awareness or accounts for ING Direct. Based on PHD s learnings, they quickly found that display advertising targeted niche SME audiences/sites was not effective. PHD looked towards opportunities with a trusted provider where they could find common synergy between niche audiences and a long form marketing message. After delivering a successful lead generation campaign for Intel (via Omnicom), Inbox Insight were contacted by PHD to detail how they could deliver brand awareness and web traffic campaigns, via direct marketing.

3 Inbox Insight With an opted-in subscriber base of just over 1 million small business owners, MDs, Proprietors and Sole Traders, Inbox Insight were uniquely positioned to run a highly targeted and sustainable marketing campaign on behalf of ING Direct. After establishing a partnership with an exclusive subscriber call centre, we have been able to launch our Business Advisor and Industry Sector range of B2B bulletins. This allowed ING Direct nationwide advertising across the UK, as well as the ability to target specific industry sectors. Inbox Insight s Business Advisor and Industry Sector bulletins provided the platform for ING Direct s advertorial. ING Direct booked month-on-month e-bulletin sponsorships targeting small business owners. Our clients include:

4 Advertorial Our bulletins offered ING Direct and PHD flexible marketing options Banner Advertising horizontal (468x60px) and vertical (100x600px) banners significantly improve clickthrough rates and impressions. Top Position sponsorship offers are always placed #1 (out of 4 or 5 inclusions) within our bulletins. An attractive and simple layout that is excellent for branding and response objectives... - PHD Tracked URL PHD used a click tracker to monitor responses in real time ( Branding company logos are always included as part of our bulletins. Imagery included 2 additional images to promote ING Direct s 4* rating from Business Moneyfacts. Call to Actions as part of the screenshot (below), Inbox Insight were able to include 6 separate call to actions, all of which generated clicks for ING Direct.

5 Advertorial In November 2012, we also handled a bespoke, solus marketing campaign a service only available to the largest corporations and biggest brands advertising with Inbox Insight. We used 2 different HTML creatives and A/B split testing of subject lines to enhance delivery and provide an alternative way of getting ING Direct s brand and messaging to market. SUBJECT LINE... ING Direct - a decent rate for your Business Savings SUBJECT LINE... ING Direct - Are your business savings working hard enough?

6 Statistics Timescales August 2012 to December Dates Clicks Recorded Acquisitions August [ CPC] 15 September 2012 October 2012 November 2012 November 2012 (HTML) December 2012 TOTAL *CPC = cost per click 1,674 [ 5.97 CPC] 1,519 [ 6.58 CPC] 1,025 [ 9.76 CPC] 1,028 [ 9.72 CPC] 882 [ CPC] 7, [Avg. CPC] ING Direct s sponsorship campaign with Inbox Insight drew to a close at the end of December 2012, after the agreement to sell ING Direct UK to Barclays was being finalised. On 20 February 2013, the High Court of England & Wales approved the transfer of the savings and mortgage business of ING Direct UK to Barclays Bank PLC The CPAs based on spends average at roughly 500, which is very good considering these are mainly linear and incremental post-click sales. Many users also went onto convert through other channels such as search and affiliates... - PHD

7 Conclusion Marc Wilson, Display Planner at PHD, commented The sends via Inbox Insight proved the most effective display placement in driving account volume and cost efficient response. Account volume actually increased over three consecutive months indicating no sign of dimishing returns with a small market. The number of linear conversions generated indicated that Inbox Insight were playing a key prospecting role reaching new and incremental users higher up the funnel not touched by other channels in the pathway. In addition to meeting direct response KPIs for ING, Inbox Insight also managed to generate a lot of new business leads, with many subscribers enquiring about the account. Inbox Insight proved the most effective display placement in driving account volume and cost efficient response... - PHD In summary, we feel the excellent results can largely be attributed to. Inbox Insight being a quality and trusted provider with a scalable and targeted subscriber database. Attractive and simple layout that is excellent for branding and response objectives.

8 Unrivalled, Skilled Experience Inbox Insight was founded in August 2010 by a group of direct marketing experts. We excel in providing platforms for B2B organisations to engage their target audiences via . Execute your Marketing Campaign Instantly With a variety of audiences to choose from, Inbox Insight can take your message to market within 48 hours. Receive Instant Results All sponsorship campaigns can be tracked by advertisers and agencies, allowing you to monitor the activity in real time. Free Assistance from Our In-House Creative Team Our in-house creative team will advise you on any changes that could be made to your advertorial to increase response without impacting on the quality of leads or volume of site visits you will receive. Inbox Insight Ltd The Old Storehouse 8 Charlecote Mews Staple Gardens Winchester Hampshire SO23 8SR T: