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The eNewsletter – 1:1 Business Relationship Management Made Easy Introducing eNewsletter! Have you ever gotten one of those mass-mailing electronic newsletters? You don’t know how you got on their mailing list or, more importantly, why? With all the emails you get you may be inclined to delete the message before ever viewing the content. Or perhaps you or your organization faces this challenge with your own audience? You send useful and informative information out, but the best you can do is a blanket emailing…and you have no idea who read it or what they read. A personal note to each recipient would be nice, but you’re sending out 2500 of these things so, “Who has the time?” Enter eNewsletter eNewsletter provides you with the capability to distribute content from one or many senders to many recipients, enabling mass distribution on a highly personalized 1:1 basis. You can send one newsletter to many recipients and each recipient will receive it via email from a recognized individual in your organization. This distribution is fully automated and can include a personalized salutation and closing as well as a custom message for each recipient. You can select a corporate message from one person, say a note from the CEO, or each sales manager might send messages to their own group of clients. eNewsletter also lets you know how your communication is being received. You can track which articles in a newsletter were read and how often they were read. No more guessing about what is interesting or important to your client, customer or prospect base. How it Works As the Vice President at an investment management firm, you have a corporate newsletter that you send to 300 (or 3,000) clients every month. Unless you spend hours creating individual emails for each recipient, they will all receive a generic email from the same email address. eNewsletter will provide you with the ability to have an individual relationship with each person on your list. Personal salutations, messages and closings can be assigned quickly and easily. For the client that you spoke to yesterday and are planning to see next week, you can make a direct reference to those events by saying something like, “Looking forward to seeing you next week, thought you might enjoy our monthly newsletter. In fact, there is an article this month that could address the problem you and I were speaking about yesterday.” At the same time you can keep the message formal and informative without any direct personal references when the recipient is a new client that you are just getting to know. Or just say, “Hi, Jean. This month’s newsletter has a great article on personalizing electronic newsletters. Let me know what you think! Best regards…”. With eNewsletter you can see what a recipient read in a newsletter and use that knowledge in your next discussion with them or use it to customize and generate more targeted articles. That’s because eNewsletter captures all of the ‘clicks’ from all of the recipients. You know where they went and how often they went there. Equally important, you know where they didn’t go. You can create multiple newsletters, issues and editions with eNewsletter. You have the capability to create a corporate message that can be propagated to all recipients or just a chosen few. For companies with regional, national or international offices or perhaps those with clients in a range of vertical markets, eNewsletter enables you to create messages that are specific to each defined group within your distribution list. Nuts ‘n Bolts There are four main features to the eNewsletter. These features include:
The administrative portion of eNewsletter enables you to:
Under the Hood eNewsletter is built using Microsoft technologies. It is a web-based application with a user interface that is accessed through Internet Explorer. It uses a back-end SQL Server database to store recipient information, messages, and all administrative information. All emails are constructed based on information stored in the database and are distributed through SMTP. In Conclusion More than ever, your ability to develop and maintain close, personal contact with your clients, customers and prospects is a critical market differentiator. If you don’t stay in touch with your market, your competition will. Let us show you how you can easily strengthen your market relationships with insightful, focused, timely and meaningful communication, 1:1. Call us at (781) 250-2001 x32 or email KMA at info@knowledge-management.com for more information and a demonstration.
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