Decentralised newsletters
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Here's another case study that highlights the great results you can get from local email newsletters.
The theory behind this technique is this...
You have a national or global brand, but customers have a "relationship" with the local franchise, store, dealer, agent, rep, whatever.
Ideally, you want to have your cake and eat it. Which means an email newsletter with a local flavor, sent from the local entity. But with close control over messaging, branding, images etc.
The solution is now offered by several email marketing services I think. The national/global organization produces template newsletters with useful content. And leaves a space or spaces for the local folk to add their material.
Very neat, and I keep hearing that it works very well for all concerned.
More case studies | Tags: email marketing, email newsletters
The theory behind this technique is this...
You have a national or global brand, but customers have a "relationship" with the local franchise, store, dealer, agent, rep, whatever.
Ideally, you want to have your cake and eat it. Which means an email newsletter with a local flavor, sent from the local entity. But with close control over messaging, branding, images etc.
The solution is now offered by several email marketing services I think. The national/global organization produces template newsletters with useful content. And leaves a space or spaces for the local folk to add their material.
Very neat, and I keep hearing that it works very well for all concerned.
More case studies | Tags: email marketing, email newsletters
Permalink | December 13, 2006 |
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