Having just built a lead capturing microsite for Bryant & Stratton's Online Division, we had to develop more proactive tools to help drive prospects to the lead capture site.

Renting lists from top email brokerage firms like YesMail and InfoUSA, we were able to get targeted lists of recent highschool grads who had expressed an interest in learning more about online college degrees.

We created an HTML email campaign (also had a text version for those who could not read HTML emails) targeting these prospects. It launched right around the new year with a "New Years Resolution" theme. We sent the email to over 50,000 prospects and got a click-through rate of almost 10% (which is unheard of).