Case Study: Email Marketing
Delivers for Holland Litho
"Now that we have worked with White & Associates for a year, our sales force is so dependent on the newsletters that if push came to shove, they would rather give up all other forms of marketing and keep the newsletters. They give amazing results."
Rick Baarman
VP Sales & Marketing
Holland Litho
Rick expresses what we at White & Associates have been saying for years: Email newsletters are a great way to engage the customer and prospect. Holland Litho has an on-going marketing program with us that includes the following elements:
- A monthly email newsletter containing links to three or four articles
- Article topics that combine our standard content with Holland-specific stories that feature plant capabilities, contests, new equipment features, etc.
- Monthly special offers to incent the reader to purchase a given product or service
To deliver this content, we produce:
- A custom Web site for Holland at hollandresources.com that features highlights of the current articles as well as links to all previous articles
- An outbound email that is sent to Holland's entire list of customers and prospects
- Graphical offers and messages that appear prominently in both
- An easy way to sign-up or forward any article that the reader feels is relevant to someone else.
The program succeeds by keeping Holland's brand in front of the customer, by positioning Holland as a regional leader, by implying quality print by producing quality content both in terms of writing and production values.
Our technology is an important component of the solution. It provides:
- A login for each sales rep to manage his or her list
- Sign-up and remove functionality
- Story library of all current and previous articles
- Interface for selecting and inserting graphical images of offers and messages
- Real-time results and side-by-side results
You can see a sample of Rick's email newsletter here. Or feel free to visit his companion Web site at www.hollandresources.com.
For more information on White & Associates, please contact Patrick White at 617.848.2626 or email pwhite@wadigital.com. Thank you!
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