Question

Topic: E-Marketing

Email To Introduce/offer New Sw Product

Posted by Anonymous on 4/6/2004 at 4:42 PM ET 250 Points
Help! My employer--a manufacturer of "off-the-shelf" business productivity sw--wants to promote a new product (and discount offer for same) to an existing email list. The primary objective: sell product. The secondary objective:
build the list.

Existing list is made up of both prospects & existing customers. Said company is largely unfamiliar with permission-based marketing. Most of the list is not officially 'opted-in'. Prospects are mid-level managers. The call to action would be to the product website.

Presuming that we at least add "opt-out" abilities and that we target the pitch & subject line to the prospects problems, I'd still like to know:

1. Do emailed discount promos for sw still work (given filters, noise, etc.?
2. Should there be a f/up phone call?
3. Would a print campaign have greater probability of succeeding?

Any other advice would be GREATLY appreciated.

Thanks,
Sue






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RESPONSES

  • Posted by telemoxie on 4/8/2004 at 8:15 AM Accepted
    Follow-up phone calls will definately increase sales - but we would need much more information on license fees, sales cycle, etc. before suggesting this would be a cost effective approach. Most likely, there will be a subset of your list or target market for whom follow up calls can be effective...

    Responding to gerardodada - I'm thanked a dozen or more times each day for calling. If one sells a unique or specialized product, takes the time to research the type of company who might benefit from it, and approach middle management with a courteous and brief introductory call, they will thank you for it.

    Depending again on software cost, competition, etc - it may make sense to cold call selected target companies. This will not only build your list, but also provide market feedback and help you refine your "elevator pitch".
  • Posted by Pepper Blue on 4/11/2004 at 10:24 AM Member
    Hi Sue,

    Your call to action should be more than just your website, it should be something of value at your website i.e. download, trial version, white paper etc.

    1. Do emailed discount promos for sw still work (given filters, noise, etc.?

    Sure emailed discount promos will work if isn't just a gimmick and either saves them money on a product they will find value in, or if the promo helps increase their knowledge or efficiency. Everybody still likes to get a good deal or more bang for the their buck. Look at the Omaha Steak email marketing as perfect example.

    2. Should there be a f/up phone call?

    Only if there is a reason to, for example, they requested it, or they are an existing customer and you are also checking in as part of a routine follow-up call.

    3. Would a print campaign have greater probability of succeeding?

    Greater probability? Who knows. Should you do it? Absolutely. The whole idea of integrated marketing is that it give us the ability to market to people from different angles. Where as one person will read the email, another won't but they might read an ad or direct mail. Plus the two leverage and reinforce each other.

    4. Any other advice would be GREATLY appreciated.

    Sue, because your list is not entirely opt-in, your response is going to be much lower.

    A suggestion is that you pre-cleanse it: Send an email to the list explaining to them that you are starting an email marketing program as part of your enhanced customer service offerings, and that they are in your database either because they have requested as such or you have a prior business relationship within the last 2 years. CAN-SPAM defines all this, and doing it this way makes you CAN-SPAM compliant, otherwise it sounds like you are in violation.

    Tell them if they don't want to receive your emailings they can unsubscribe, and provide the required links to do so. If they do nothing they will continue to recieve information but they can unsubscribe any time.

    Include your privacy policy link with this "request for permission" email.

    Use a third-party vendor i.e. Constant Contact, Exact Target, Cheetahmail, there are many.

    I hope that helps. I could go on, if you need more info you can contact me through my profile to the right.

    I hope that helps.
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