Sendoso changed a poorly performing holiday outreach campaign into a colleague-recognition initiative, according to a December 16, 2024 account by growth marketing manager Mary Matton. The revised Sendoso Elves Workshop campaign received more than 330 letters and sent more than 300 gifts. [S01]
Low outreach response led to a different participation goal
The original approach produced no replies from 300 emails. Its LinkedIn activity also generated limited response. The team then invited people to nominate colleagues for recognition, replacing the original prospecting message with a specific person and reason to give. [S01]
The original campaign’s numerical recap reported a 0% response rate across 300 emails and a 2% response rate across 50 InMails. The team assessed the campaign after two days and changed direction. These are the company’s own reported channel results; recipient overlap and comparable measurement windows are not disclosed. They show the weak initial response without proving that the channel itself caused the difference. [S01]
The original Sendoso outreach recorded few replies
Response rates reported in Sendoso’s December 16, 2024 account of its initial holiday campaign, before the colleague-nomination pivot.
%
Tap or hover for details. All values are also available in the data table.
Source
Company-reported campaign observations from different outreach channels and sample sizes, not a randomized comparison. Recipient overlap, message comparability and exact per-channel observation windows are not disclosed. The narrative says slightly over 300 initial targets, while its numeric recap reports 300 emails. Connection acceptance is a different outcome and is excluded. These rates do not measure the later nomination campaign, gift redemption, qualified pipeline or revenue.
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| Category | Reported response rate |
|---|---|
| Email: 300 sends | 0% |
| InMail: 50 sends | 2% |
Sendoso said it assembled the revised campaign in under a week. The published account reports participation and gifts sent, but supplies no closed-sales figure or controlled comparison linking the pivot to revenue. [S01]
The change is useful as a campaign-design example because it altered what the recipient was asked to do. A request to consider a vendor and an invitation to recognise a colleague have different motivations. Their response rates should not be treated as interchangeable measures of purchase intent.
The number of letters shows engagement with the nomination process. The number of gifts shows fulfilment activity. Neither number on its own establishes whether the programme created a commercial return, strengthened a relationship over time or reached the most relevant buying audience.
For B2B gifting teams, the practical lesson is to define the desired action before measuring success. Recognition can be a coherent objective in its own right. It becomes harder to evaluate when participation is presented as a substitute for an outcome the campaign did not measure.
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Suzie Elis
Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News.