BSI Group

London, England

BSI is a business standards company that helps organizations improve performance and achieve growth. Established in 1901 in England, it has 90 offices worldwide and works with companies in 182 countries.
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BSI Group wanted to increase sales of its Eurocodes Plus software to the Asian market and specifically Hong Kong, Singapore, Malaysia and South Korea.

The software helps engineers design buildings and bridges that comply with Eurocodes, a series of widely accepted European standards and best practices.


BSI Group contracted Susan Greene to write a series of 13 emails to its mailing list of engineers and architects. Each email came attached with a free guidebook or video that provided tips and formulas for designing with a specific Eurocode. The final email offered a free trial of the Eurocodes Plus software package.

Below is a sample email. This was the first mailing that was sent to BSI’s mailing list.

Hi __________,

Eurocodes have rapidly gained global acceptance as best practices for building. Over the next few weeks, we’ll be sharing a series of guidebooks and videos about Eurocodes. Each one will provide useful explanations to help you work more efficiently and easily with European Standards.

Whether you’re just getting started learning Eurocodes or have significant experience with them, you’ll find practical information you can apply to your next project.

In our first guidebook, Basis of structural design, you’ll be introduced to EN 1990, which establishes the principles and requirements for safety, serviceability and durability of structures for all the structural Eurocodes, EN 1991 to EN 1999.

Its rules are applicable to the design of building and civil engineering structures including:

  • Bridges
  • Masts
  • Towers
  • Silos
  • Tanks
  • Chimneys
  • Geotechnical structures

With its broad usefulness, EN 1990 is an important reference guide. It is the key Eurocode that sets the requirements for design, material, product and execution standards. And it is essential to designing structures that are safe and cost effective.

Want to know more? Learn about EN 1990 in our easy-to-understand guidebook Eurocode: Basis of structural design.


As the email campaign is currently underway, results are not yet known.

Here's what the client said about the copy:

Expect many more projects from us!

A massive thanks for your help and support with this email campaign. It’s been a pleasure working with you and I’ve recommended your services to the rest of my team. Expect many more projects from us!

Jayde Phillips
Senior Marketing Executive
BSI Group
London, England

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