‘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?”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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