The Client

Mactaggart and Mickel are one of the UK’s leading home building companies. Established in 1925, the homebuilder has played an integral role in developing some of Scotland’s most exclusive housing developments. Today Mactaggart and Mickel has established themselves as a highly customer focussed and quality homebuilder as well as being one of the most profitable company’s in Scotland. In recent years, Mactaggart and Mickel has received several awards for design and quality from the NHBC to the ‘What House’ Gold Awards for the best luxury development in Britain.

The Challenge

A main requirement of Mactaggart and Mickel is to promote the launch of new developments which details key information such as launch dates and home details. Through online calls to action set up on the Mactaggart & Mickel site, Mine Digital collects key information on prospects who have signed up to be ‘Kept Informed’. Mactaggart & Mickel required an online channel to deliver this information to key prospects.

The Solution

Mactaggart and Mickel selected Mine Digital’s emarketing system to send out their development updates and latest news. An on-brand eye catching cover template was created, content generated and links to key areas of the website added. Reporting tracking was also implemented so as key statistics on the campaign such as hot prospects, readership statistics could be provided to the client. The mailer was then distributed to all key prospects.

The Results

• On-brand, high quality email template
• 84% delivery rate, which highlights the effectiveness of the email data collection process
• A 40% email open rate
• Views and forwards to a friend amounted to over 50%
• Mactaggart and Mickel were provided with detailed reporting and campaign analysis