Mass E-Mail Marketing

While many companies are still striving to incorporate e-mail and the Internet into their business with meaningful results, Tri-Lite Builders in Chandler, Ariz., has integrated the electronic realm into its marketing strategy with measurable success.

February 29, 2004

 

This e-mail blast highlights Tri-Lite Builders' regular column in the local Ahwatukee Monthly magazine.

While many companies are still striving to incorporate e-mail and the Internet into their business with meaningful results, Tri-Lite Builders in Chandler, Ariz., has integrated the electronic realm into its marketing strategy with measurable success.

Last August, through its marketing firm, Tri-Lite initiated monthly e-mail blasts trumpeting recent accomplishments. The e-mails, sent the last Tuesday of each month, go to vendors, members of peer groups, and past, present and potential clients. Recipients are logged in Tri-Lite's ACT! database, which holds close to 1,000 e-mail addresses.

For maximum impact, Tri-Lite keeps the blasts short and simple. The messages never exceed four paragraphs, and a large, eye-catching photograph leads readers into the text. Each message contains a link to Tri-Lite's home page and, if applicable, a link to the event or publication mentioned in the blast.

Through the company's Internet service provider, FastQ Communications (www.fastq.com), Tri-Lite general manager Linda Minde tracks hits to www.trilitebuilders.com. She also can determine which vehicles (search engines, links, etc.) led visitors to the site. Minde says hits spike by 50% to 200% after each e-mail blast and that lead generation has increased by 6% since the program's inception.

She also notes the cost-effectiveness of the strategy, pointing to the relative inexpensiveness of the FastQ service ($285 annually) given the wealth of information and ease of use it provides, and the money saved in printing and postage costs compared with direct mail.

"We make sure to get e-mail addresses from people anytime we talk to them," Minde says. "I think this type of communication can work for all types of companies because it's about building brand."

 


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