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This Issue's Dilemma:
Dangerous Big Brother Approach or a Smart Move?
We have an e-newsletter
and is well received (42% click thru rate) by its 7,500 opt in readers. We think the time has come to take the next step, and use it to generate leads for our sales team.
I know we must be careful about changing the goal to a 'customer acquisition' newsletter. I don't want to change the actual content of the newsletter because of the value it provides our readers. We have come up with a good 'call to action' that would entice our readers (suspects) to put themselves into our sales cycle.
Here is the
dilemma - since we track our readers' interests, is it appropriate for us to send selected individuals a direct mail piece that speaks to their interests? For example, should we invite them to a webinar
in a subject we know interests them because we track their interests?
The advice your readers have given is great. What would they advise on this subject?
- Jon D., Marketing Supervisor
Can You Help?
Share your knowledge.
You could w in
a digital camera.
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Stranger In a Strange Land
Marketing professional services organizations in a product-driven company
from
Alexander Consulting and eNJournal
[ Details ... ]
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Got a newsletter that rocks?
Enter to win this industry award. Recognition given to best reader-focused newsletters
on the planet.
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Five Tips to Cut Through B2B Chaos
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This Little Green Guy Gets It
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Every Industry has Heart - Even Heavy Metals
Zooming in on a niche with MetalsWatch
Meryl K. Evans, Editor, eNewsletter Journal
Cable TV
has something for everyone. Get a kick out of pet tricks? Try Animal
Planet. Searching for decoration inspiration? There is Trading Spaces on the
Learning Channel. Miss ‘80s music? Catch the hits of the decade on VH1. With
cable programming focusing on entertainment, information, and news, a business
channel profiling different industries hasn’t popped up - yet. The audience may not be
there to warrant such a channel.
[ Read more ... ]
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Like the evaluation we did for MetalsWatch? Follow their lead and submit yours for a free review. You could win a digital camera. |
Last Issue We Asked You:
Help! We're Flunking Sandbox 101
We have published our e-newsletter for 14 months and by all accounts, it is successful. Sales is happy with the leads the e-newsletter generates, product development is pleased with its 'electronic focus group' capabilities, and MARCOM likes to embed surveys to take our customers' pulse.
So what's the problem? It's getting harder and harder to get each issue out the door. The more successful our newsletter becomes, the more it is a 'political hot potato.' Everyone has their own agenda for the newsletter. It's getting ugly as VPs kick down 'sand castles' that each build.
Last month we even delayed publication for two weeks while an 'important' article was completed.
Would you ask your readers what they advise? How should I deal with this?
- Suzanne, VP Marketing
[ Read the best responses received from our readers ]
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