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(Strategy / tactics) E=B-to-B-to-B: The Need for Multi-Tiered Newsletters
David A. Fish of IMN presents a clear and detailed explanation of how newsletters can help solve the problem of how vendors can get closer to end users without stepping on the toes of resellers.
What he outlines is an email marketing approach similar to that used by some franchise companies.
A central organization (vendor) develops a base set of generic newsletter content. The local reseller takes that content and customizes it by adding their own content or details, before sending it to their house list.
The aggregate metrics generated by the email get seen by both vendor and reseller.
There are all sorts of advantages for both sides in this solution, which David describes very well.
David A. Fish of IMN presents a clear and detailed explanation of how newsletters can help solve the problem of how vendors can get closer to end users without stepping on the toes of resellers.
What he outlines is an email marketing approach similar to that used by some franchise companies.
A central organization (vendor) develops a base set of generic newsletter content. The local reseller takes that content and customizes it by adding their own content or details, before sending it to their house list.
The aggregate metrics generated by the email get seen by both vendor and reseller.
There are all sorts of advantages for both sides in this solution, which David describes very well.
Permalink | November 10, 2005 |
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