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 was looking to expand its reach in international markets. The marketing department had zeroed in on Israel as a primary target, and specifically middle to senior managers who had system purchasing influence.

Matthew Pinsent, Marketing Executive, wanted to create an email campaign that would lay the groundwork for their sales representative in Israel to begin calling on prospects.


Susan Greene, freelance copywriter, wrote a series of emails to be sent to their Israel mailing list. They targeted different industry groups. The emails introduced BSI Group as an international standards body that has a global reputation for helping business performance and export trade.

Below is the first email in the campaign:

Hi  ___________,

As an expert in the ____________ industry, you always strive to produce quality work. Using industry best practices is a given. But sometimes knowing what those best practices are isn’t as clear.

That’s where the British Standards Institution (BSI) comes in. BSI is the business standards company. We publish documents that establish specifications and procedures designed to ensure functionality, reliability and safety.

No matter what industry you’re in, we have the information and resources to help your organization make excellence a habit. Our clients range from high profile brands to small, local companies in 193 countries worldwide including Israel.

The standards services we offer empower businesses to:

  • Ensure the highest levels of quality and consistency
  • Comply with industry rules and regulations
  • Reduce costs by preventing mistakes, defects and excesses
  • Maximize efficiency and profitability through proven processes

Toward the end of October, I’ll be in Tel Aviv and Jerusalem to meet with some of my clients.  I’d like to stop by your office for a brief, 30-minute meeting to discuss the value our services provide. I assure you that what you’ll learn in the meeting about standards will have useful application to your business.

To schedule the meeting, just complete the form at the link below. Should you have any questions, please contact me at

I look forward to meeting you and providing you with practical information about the role standards can play in the growth and profitability of your company.

Schedule your appointment here. {link}

{Add signoff}


The series of emails generated appointments with interested prospects for the sales rep in Israel.

Here's what the client said about the copy:

It's really good

Hi Susan,

Thank you for the copy for the Israel email campaign. It’s really good and I’m very happy with it. I just added a few minor changes. Thank you for your help on this project.

Matthew Pinsent
Marketing Executive
BSI Group
London, England

Let's Talk

Could an email campaign generate leads for your business?

Contact Susan Greene to discuss the exciting possibilities.
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