Marketing communications designed to build business
Direct Marketing
Achieve Greater Success with E-mail Marketing
Written by Kerry O'Malley Friday, 22 January 2010 21:22
E-mail ads and e-newsletters are becoming a more reliable source of information to many of your potential industrial customers. They're the next evolution in "convenience" supplier sourcing and information gathering. When information is delivered directly to someone's Inbox, how much more convenient can it get?
According to a recent Industrial Economic Outlook Survey, 56% of engineering, technical, manufacturing and industrial professionals subscribe to four or more e-newsletters, and 46% read e-newsletters either daily or several times a week. With a captive audience like that, more industrial companies should take advantage of cost-effective e-mail marketing opportunities.
Of course, to be read, the e-mail ad or newsletter needs to grab the reader's attention instantly. People are busy; if they don't see something of interest pretty quick, they'll probably hit the delete button. To be most effective, thoughtfully consider each of the four components of any e-mail ad or e-newsletter: headline, copy, links and images. If you take the time to make each of these components the best they can be, your efforts will be more successful.
Stay Out of the Spam Folder!
Written by Kerry O'Malley Tuesday, 15 September 2009 15:45
It doesn't matter how great your e-newsletter or email ad is if it never makes it to its destination. People have to actually read it! Keep the following things in mind and it will make a difference in whether or not your emails are sent to the spam folder.
The Case for Database Driven Marketing
Written by Kerry O'Malley Tuesday, 08 September 2009 19:32
Is your company considering a database driven direct marketing campaign, either through the Internet or the mail? I've been receiving a lot of inquiries about this type of marketing tactic, but see that the marketing people are sometimes having a hard time getting executive management on board with the idea. If you need some help making your case, here are a list of benefits you can point out that may sway opinion.
E-Newsletters: Give People What They Want to Know
Written by Kerry O'Malley Thursday, 13 August 2009 17:09
What do people want to know? That's one of the most frequently asked questions I hear when developing e-newsletters. Maybe more to the heart of the matter is, "what will make people read my newsletter?"
It's a good way of approaching both what to include and what not to include in your e-newsletter. I can say that because I receive plenty of poorly developed newsletters that contain useless information or that don't pertain to me or my business.
What should you include in your newsletters that will keep your customers and prospects reading?
Read more: E-Newsletters: Give People What They Want to Know
Industrial Websites: Adopt a Wine & Cheese Mentality
Written by Kerry O'Malley Friday, 10 July 2009 17:26
Today every company's website is almost as important (if not equally important) to their brick and mortar place of business. Just like actual businesses, websites should provide something for a visitor that keeps them from being bored - which translates to moving on to another website. OK, industrial businesses don't usually try to create an atmosphere of "sit down and stay awhile" like a car dealership, or clothing boutique might. Regardless, in 2009, people have less and less patience for boredom or inactivity.
Read more: Industrial Websites: Adopt a Wine & Cheese Mentality
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Hi, I'm Kerry O'Malley - the Industrial Marketing Muse (and your own personal Marketect, should you so choose!) I have over 27 years of experience developing marketing communications for engineered industrial products and services sold to industry. For the past 10 years, I've done that as a consultant through my company, Marketects.
I love the idea of advertising (and good writing) being catalysts that move people to action. I'm jazzed by the challenge of creating concepts for communications campaigns that work. I'm intrigued by the possibilities that exist on the Internet for the industrial marketer, and I'm always thinking about how to translate those opportunities to my clients. I've never practiced marketing in the retail, mass consumer arena, but I see a lot of that kind of marketing that inspires me and translates over well to the industrial world. I hope I can inspire YOU!
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