Precision is a new player in the UK commercial refrigeration market - but one with significant advantages. It offers quality on a par with the market leaders, but at a slightly lower price, and with a much improved ability to deliver from stock.

We were originally approached to design and produce a website, using our own Simplicity Content Management System. But the task soon escalated into database building and an e-mail marketing campaign to drive prospects to the site.

At three-weekly intervals, we sent a series of e-mailings to the 700-strong database which we had helped Precision to build. The first introduced the brand, while the following three were solution-specific. In every case, between 10% and 15% of recipients clicked through to the website -- and in every case, new national accounts were won. Month on month, account acquisition roared ahead by 20%, and turnover by 10%.

Given that Precision's clients are equipment wholesalers, a single national account can bring in a substantial volume of business.

Those are the words of Precision MD, Jeremy Hall.

"I've been really impressed, not only by Simplicity's website design and content management, but also by their contribution to our marketing strategy," he says.

"They gave us a superb site, and they made it earn its keep -- a joined-up approach which made outstanding use of our budget and produced an amazing return on investment."