Company Overview:

Trading Markets .com is the world’s largest site for traders. It was founded in 2000 and is headquartered in Los Angeles, California. Unlike many trade sites that get their content from academics TradingMarkets draws on the expertise of experienced and highly successful money managers and professional traders. They share their hands on experience gained over the years to help beginners and professional traders to strike it rich in the markets. TradingMarkets develops easily understandable educational material on market analysis and trading techniques that it makes available to subscribers at two levels.

Before EchoMail

TradingMarkets was undoubtedly a brand leader in its category; it had built a strong reputation for market analysis, consistency in market forecast and expert training of aspiring entrants to the stock and share market. Its well-researched course material and training methodology had helped a large number of new comers to become highly successful traders in the stock market. This had helped it to build a loyal customer base over the years. It was however facing stiff competition from new entrants who had entered the share consulting and training business. As a strategic business consultant TradingMarkets realized that it had to maintain a constant dialog with its client base to retain it in the face of increasing competition, it also wanted to communicate effectively to potential entrants to the share market and convince them that it was the best option open to them. It realized the vital role of communication in maintaining its strong position in the industry. TradingMarkets realized the power of Electronic communication and decided that the E-Mail would be the most effective medium to achieve its communication objective.

The EchoMail Deployment

TradingMarkets wanted to tie-up with an E-Mail management company with expertise in handling high volumes of inbound and outbound mail and chose EchoMail. EchoMail analyzed the need of the client and recommended the deployment of Direct Marketing (DM).As a first step DM eliminated unwanted addresses from TradingMarket’s large database using list hygiene, it helped TradingMarkets to integrate its lists and campaign copy and send highly customized E-Mails to different target groups.

After EchoMail

The targeted nature of the DM campaign helped in communicating effectively to both its existing customer base as well as new investors just entering the market. Its customized content reinforced the trust of existing customers and convinced new entrants to the market on the knowledge and training capabilities of TradingMarkets. This helped it to retain its existing base in the face of stiff competition and acquire new customers in the form of fresh entrants to the share market thus helping TradingMarkets to retain its strong position as the most preferred trading site and training body for both small and big share traders competition by reinforcing the trust they had on its expertise. It also helped in reaching out to a large base of potential investors and convincing them on its capabilities making it a preferred option to many aspiring traders.