Response Mine Interactive Celebrates a Decade of Acquiring More Customers

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Digital Agency Adapts to Changes in Online Marketing, Forecasts Continued Growth

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Our success as a company is really the story of other people--our faithful clients, talented employees, and dedicated vendors.

Ten years ago, the Atlanta digital agency Response Mine Interactive (RMI) set out to bring the discipline of direct response marketing and advertising performance to the web.

A decade later, RMI is now an award-winning digital marketing agency that has generated billions of dollars in revenue for leading brands in the areas of e-commerce, lead generation, conversion and measurement.

“Initially, we operated in a new field of online marketing just beginning to be meaningful,” said Ken Robbins, president and founder of RMI.

In 2001, email marketing was the most responsive digital marketing channel. Banner advertising had no significant targeting metrics in place and was generally unresponsive, while search marketing was gathering momentum.

Now, email marketing has been curbed by Can Spam regulations. Search marketing has been the focus of this past decade and behavioral targeting has replaced generic banners as the display medium of choice. Finally, in the most recent two years, the power of social marketing has emerged as a force that commands the most attention although it’s mostly successful for public relations and discounting.

“By landing e-commerce clients like The Home Depot and Staples early on, we were able to cut our teeth and invent new ways of dealing with complex landing pages, products, and offer environments,” commented Robbins. “This set the standards for how we run all marketing today—curiously, demandingly and with an expectation that we can increase margin and volume simultaneously with hardcore direct marketing tactics.”

Overcoming initial funding and staffing challenges, the interactive marketing agency has managed to grow even despite the loss of two of its largest clients in 2009 that accounted for, at that time, half of the agency’s revenue. With an average compound annual growth rate of 41 percent since its launch a decade prior, RMI went from $175,000 in revenue in 2001 to surpassing $7 million in gross revenue in 2010.

“The real story behind our growth is that we produce very little; we are simply the middlemen,” comments Robbins. “Our success as a company is really the story of other people--our faithful clients, talented employees, and dedicated vendors.”

At it's current pace RMI anticipates doubling in size every two years and has a goal to reach $25 million in revenue by 2015.

To view a Q&A with Robbins about RMI’s business growth, click here.

About Response Mine Interactive
Response Mine Interactive (RMI) is an award-winning digital agency that helps clients acquire more customers using direct response digital marketing. For the past decade, RMI has generated billions of dollars in revenue for leading brands in the b2b, healthcare, travel, and home services channels. For more information visit http://www.responsemine.com.

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Megan Webb
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