mm10 - the enewsletter pilot program

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eNewsletter Pilot

@MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE


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6 Steps1. Choose the theme and a

name.

2. Agree on the schedule and the cadence.

3. Create an easy subscription process.

4. Promote the eNewsletter.

5. Align the eNewsletter with a blog.

6. Measure the ongoing engagement.


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1. Choose a Theme & Name The theme and/or name should address the value of the enewsletter.

DO NOT make the theme/name about your company or your product.

Focus on the pain point or the passion point you uncovered back in Lesson 5 – Sweet Spot of Engagement


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2. Schedule & Cadence Choose a cadence you can maintain for at least 2 years with current resources.

Actual cadence doesn’t matter as long as you stick to it.

Create an editorial calendar aligned with your AFMS to keep it on track.

Assign an owner, a person who will make it happen no matter what.


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3. Subscription Process Procure or identify the technology and tools to maintain a subscription list.

The subscribe and unsubscribe process should be easy, intuitive and seamless.

Be sure to maintain the unsubscribe and hard bounce lists to maintain your email deliverability score.

ESP or MAP both work well.

Do not use an Outlook contact list or a spreadsheet.

Do not opt-in everyone or any large group from your database.


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4. Promote the eNewsletter Promote with inbound and outbound channels.

Use outbound channels where your audience resides.

Encourage Sales, Product and Marketing team members to offer the subscription to everyone they engage with in the target audience.

Create a promotion plan and follow it.


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5. Align with a Blog Align the eNewsletter content with a blog.

Do not start with the blog, they are too hard to maintain.

Re-purpose eNewsletter content to a blog with the same theme.

Offers two channels for the same content.


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6. Measure the Engagement Marketing Metrics

Revenue Metrics

Look for trends over absolute numbers.

Ensure technology offers metrics or KPIs you will need.

Set expectations with stakeholders.


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Takeaways1. Make sure the theme and name are about

your audience, not your company.

2. Keep the goal in mind.

3. Be aware of how a subscriber eventually converts to business.


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ManufacturingMarketingAcademy

Contact me to reserve your spot before May 1st and receive the Early Adopter rate (25% off the normal rate of $2500 per month.)

[email protected]

303-953-4361

Skype: mmmatters

Website: manufacturingmarketinginstitute.com

30 day money back guaranteed if you are not completely satisfied.

• Opens May 1, 2016

• Limited number of students

• One-to-one coaching sessions

• Private knowledge group of like minded manufacturing marketers and mfg marketing experts.

• Private group webinars every month.

• Unlimited emails and Skype chats with Bruce.

Bruce McDuffee, Founder and Executive Director

Step-by-Step coaching you through the ‘New Way’ from concept to marketing plan to pilot to success.

Step-by-Step coaching you through the ‘New Way’ from concept to marketing plan

to pilot to success.

mailto:[email protected]


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