Indium Corporation - Mailchimp

LEARNING: A Good E-Mail

Category:
  • B2B Marcom
  • I received an e-mail from an organization called Entertainment Engineering this morning. The gist of the message was that they wanted me to advertise in their e-newsletter.

    Though I disdain spam, I liked their approach and their strategy within the letter.

    First, they hit me with the large volume of readers who read their newsletter (got my attention). Then, they shared that their archived newsletters often receive views by engineers (shelf life). They summarized this issue as follows:

    "When is the last time that a reader saw one of your three year old advertisements, and took action on it? Engineers receive between 12 - 18 trade magazines (b2b) every month, and it's probably safe to say that (more than likely), they get rid of the old issues once the new issues arrive on their desk. Please take advantage of our issue shelf life."

    They concluded by building a sense of urgency, throwing in a 3rd-party endorsement, and making a call to action. Oh yes, their pricing was in full view - no secrets, no detective work required on my part (I always hate it when people make it hard for me to figure out what their offer will cost me).

    I did NOT take them up on their offer. Simply put - I am not their target market. But I really enjoyed checking out their apparent strategy, their style, their approach to sales, etc. I liked how they used tried and true, effective techniques in a professional, respectful, and dignified manner.

    And the facts! Tecchies always appreciate facts. I am very interested to confirm if Engineers really receive 12-18 B2Btrade mags per month. That's MY audience!

    So, today I saw how one company crafted an e-letter piece that piqued the interest of this spam-hater. I learned something good today. But I still won't spam.