A system which is cost effective

Challenge:  An industrial equipment direct-marketing, email solution was required that could be used at minimal cost.

Solution:  I found Mailing Manager at £15 per month to be the best solution in 2017. A previously specified custom built solution using Acyba in 2013 was an expensive time consuming system. Both, however, actually worked. Contact me for the full details of how each system compared.

The ideal platform for industrial equipment direct marketing email

Analytics are all provided from Mailing Manager. Couple this with Bitly and Google Analytics. A low volume solution for mailings from 100 to 20,000 emails per month.

Results

Thanks to a simple online platform we’re able to get a real idea of what emailed prospects are interested in via analytics that could be shared after an emailing campaign. (Having a good main company website with regular new content added is crucial.)

For the last 10 years, I’ve seen on average 20% to 60% unique open rates. Very low unsubscribe rates of under 1% to 2%. People respond mostly via “reply” emails, so it’s very important to ensure that someone can act on this response immediately. Many mass emailings these days are sent from “noreply” mailboxes. Big mistake if you’re a serious player.

Conclusion

While people targeted by this type of email are reluctant to fill in forms and register, that’s because they can’t be bothered. That’s why you need accurate campaign analytics to enable a proper follow-up via your sales team.

The emailing system can provide you all the data you need to clean up your own database. GDPR compliant database updating is very important according to the ICO. Over a year, 20% of your existing contacts could either, move job, register on a national marketing suppression list, change their email address, be made redundant, go out of business, retire, pass away or not want you to ever contact them via mass email again. So it’s all about awareness.

Steps to take in the future

Do not try this form of marketing in a half hearted manner. Get a professional like myself to assist you.

The future is based on keeping in touch

Industrial equipment customers need to be reminded that you’re still here. With the sheer weight of pressure of work, news, distractions, social media and other commitments it’s a wonder how anyone has time to do anything. But you have to always make time for this crucial aspect of CRM or customer relationship marketing. You also need to make time to keep in contact with your customers and keep them informed about your latest products and services.

The past

This used to be done by running industrial equipment press adverts, writing news articles for the media, a friendly visit to see the customers at their offices or worksites or by inviting customers to our exhibition stand once a year. Times have changed with new technology. We now all Zoom, Skype, WhatsApp, message, email or chat via social media far more. This has opened many more possibilities.

This is not spamming

It’s only natural that we utilise these modern communication methods to help the industrial equipment company and “keep in touch!” One method you can use in the UK is bulk email targeted to specific groups with a tailored message. This is not SPAM or “Unsolicited Commercial Email” which is of course illegal under the data protection acts of 1998 and GDPR – PECR in 2018.

Responsible use of opted-in customers’ data

Permisson marketing emails are only sent to “opted-in” customers who have elected to receive your communications and updates.  A special cloud based web system that enables this to happen in html format, so what you send is displayed as a full colour webpage with text, photos and hyperlinks. Carefully positioned and easy to understand.

Analytics

You are then able to study the detailed interaction and see who looked at what. You have now been able to “touch” a group of several hundred or thousand customers or prospects in one go.  Study the results or “analytics” of the mailing. You can now get an idea of what the individuals are likely to be interested in. This helps with follow up via the sales team, who are now fully armed with some subject matter to discuss with the customer or prospect . From the analytics documents produced, you can also refine your future messages for more relevant information for your customers.

Laurence Dunn (MCIM)

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