Overview
Symantec Australia needed to drive broad awareness and engagement for its annual Web Threat Report across the APAC region. With a technical and time-sensitive subject matter, the campaign demanded precision: every element — from the email communications to the lead capture — had to be crafted and executed flawlessly to reach a wide and diverse audience.
We were engaged to design, build, and deploy an integrated email marketing campaign that would amplify the report’s release, spark downloads, and generate qualified marketing leads across Asia-Pacific.
Challenge
The project required marketing at scale — targeting 500,000 recipients across multiple countries, languages, devices, and email clients. In APAC, fragmentation in email clients (Outlook, Gmail, Apple Mail, mobile-native apps, and others) is particularly high.
It was critical that our EDMs and landing pages rendered perfectly everywhere: across dozens of email clients, on Windows and Mac OS, and on mobile and tablet devices. Moreover, strong data capture was needed to convert initial interest into actionable leads for Symantec’s sales teams.
Solution
We took an end-to-end approach:
- Design and Development: We designed visually engaging, security-focused EDMs and landing pages, optimised for readability, performance, and accessibility across devices and screen sizes.
- Extensive Testing: We conducted rigorous pre-deployment testing across:
- 20+ email clients (including Outlook, Gmail, Apple Mail, Samsung Mail, Yahoo)
- Multiple versions of Windows and macOS
- Mobile operating systems (iOS, Android)
- Responsive and dark mode environments
- Landing Page and Form Integration: Custom-built landing pages featured a simple, low-friction form to capture key lead information, integrated into Symantec’s CRM system for real-time lead distribution.
- Regionalisation: To support APAC’s geographic diversity, we implemented subtle localisation tweaks, ensuring relevance across English-speaking markets while maintaining brand consistency.
- Deployment and Monitoring: We managed the entire deployment, including segmentation of the 500,000-recipient list, ensuring deliverability, monitoring performance, and quickly responding to any deliverability issues.
Results
- EDMs successfully delivered to 98% of the target audience across APAC.
- Open rates exceeded 29%, surpassing Symantec’s historical benchmarks for regional campaigns.
- Landing page conversions reached 12%, generating a strong pipeline of marketing-qualified leads.
- Zero critical rendering issues were reported across email clients and devices — a major technical achievement for a campaign of this complexity.
The campaign significantly strengthened Symantec’s thought leadership positioning and drove tangible sales engagement in the region.