STRATEGY #369 — Email Programs

In a recent survey of engineers and other industrial professionals, GlobalSpec reported more than 50% of respondents spend six or more business hours on-line weekly. They’re looking for suppliers, product specs, research and to purchase. Are they finding your products?

Implementing a fully planned and well-managed Email Program is one more critical tool for your marketing arsenal. Use it to boost traffic by linking to your website or push timely information out to your markets. Retain and keep customers informed. Capture and develop valuable leads. Increase sales and raise brand awareness. It’s more immediate and affordable than print, but to work, it needs to be done well.

Hints

• Keep content focused, compelling and relevant
• Include dynamic graphics, optimized for viewing on multiple sources from computer screens to handheld devices
• Manage lists faithfully
• Segment your audience to target content for optimum results
• Insure timely delivery
• Track results and apply them to future emails

Planning is Key
Truly effective email campaigns are seldom formed and executed overnight. When managed as a targeted program integrated with your overall marketing plan, results will follow.

When preparing an annual email calendar, take into account:

• Internal production and marketing plans
• Industry and vertical market events
• Seasons/holidays
• Purchasing cycles of various customer markets
• Customer/prospect behavior
• Customer preferences

Plan frequency and topics per market segment. Content can range from product features and project profiles to a president’s message, special events, training, etc. Keep content short, powerful and direct, always driving your audience to a microsite (See Strategy 777) or sales contact. Now execute it faithfully.

Email programs can not stand alone. But they are a vital tool in the mission to capture, cultivate and secure new customers and grow sales. Infiltrate now.

Next time…Strategy #86 offers an engaging opportunity.