Highest level of email engagement derived from quality B2B leads

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Paragon Customer Communications work on behalf of a government run agency, who fund skills training for further education (FE) in England. The agency supports over 1,000 colleges, private training organisations, and employers with £3.2 billion of funding each year.


The goal was to increase the awareness of traineeship and apprenticeships and promote the key benefits to businesses of taking on apprentices/trainees. The client identified they wanted to drive targeted prospects to find out more on the website and complete the online enquiry form or call to speak to a member of the dedicated inbound call centre. The ultimate goal was to generate high quality leads from the outbound calling process, which then could gather leads that convert into won opportunities of businesses offering apprenticeship and traineeships.


Data HQ cleansed the original data already obtained by the agency as well as helping to build up a new contactable customer base. This was both via email addresses and telephone numbers. The quality of the B2B data across list sources was healthy with deliverability hitting 95%. Data HQ showed the highest open rate out of all data providers involved. Data HQ also helped improve engagement on the email activity by a significant amount.

During the telemarketing activity, Data HQ generated the highest proportion of high quality hot leads for the agency’s inbound team to follow up. This ultimately resulted in conversions of businesses taking on apprentices.


For the email marketing aspect of the campaign Data HQ obtained impressive open rates and click rates when compared to other suppliers.

In terms of the Telemarketing Data HQ had the highest conversion rates.

Client Feedback:

Overall Data HQ has been a success story for us. We are delighted with the quality of service and results (DHQ) have delivered for our direct marketing activity. We’re looking forward to continued success.