‘Red Hot’ Idea VII for Building Your Own Customer Nurture Program

Last week, the Fire Enterprises, Inc. (FEI) tribe went over a great idea for building a Customer Nurture Program. This week? The tribe discusses using a broadcast e-mail program to nurture customers and prospects. Remember, fire = print.

Red Hot CNP Idea VII: Broadcast E-mail

“Today, let’s talk about how FEI can reach key business influencers via broadcast O-mail,” Marka said.

“O-mail!” Zoot cried. “Everyone gets too much O-mail already.”

“That means we need to cut through the O-mail clutter,” Marka lectured. “If we can navigate our brand through the overcrowded, choppy sea of O-mail marketing, we’ll be rewarded with riches at the end. Just like Odysseus was.”

“I don’t remember Odysseus getting any riches,” Zoot objected.

“Doesn’t matter. Anyway—broadcast O-mail is cheap!”

Numo came to attention. “Hmm? How cheap?”

“Once the e-mail program is set up, it’ll cost grape leaves to distribute our message to 100, 1,000 or 10,000 e-mail addresses as frequently as we’d like,” Marka answered. “One possible issue—How do we collect the addresses? List services are dubious, and we absolutely don’t want to S-P-A-M anyone.”

Zoot rubbed his chin, which was growing hairy with a burgeoning beard. “This is where my sales group could come in handy. Every few months, each member of my team visits hundreds of companies. We could require every sales call to add e-mail addresses of appropriate key business influencers. Before long, we’ll have an excellent opt-in O-mail list, easily segmented as appropriate.”

“We want to reach any and all key business influencers who fall anywhere in the chain of decision making,” Marka noted. “Since our cost per O-mail touch is so low, it doesn’t hurt to broadcast our message to as many people as possible, as long as there’s a legitimate reason to contact them.”

Zoot wrinkled his brow. “Can a broadcast O-mail program provide me with solid lead-generating information?”

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T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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