Brett’s time is worth R500/hour. He’s wrestled with his newsletter for a week and has wasted R15 000 with no success (6 hours x 5 days x R500/hour). He’s exhausted and frustrated:
1. His grammar is awful and he doesn’t know what software to use.
2. He knows spam is bad but he’s not sure how it relates to him.
3. He sent a Word document but it clogged his company’s email.
4. Lots of emails bounced and customers are yelling to be unsubscribed.
5. He can’t tell if the newsletter is helping his clients or irritating them.
Brett needs someone who can answer all his questions and do most of the work for him. He doesn’t want to take any more of his focus away from his core business.
He’ll provide the text, photos and his list of customers. He just wants to know if the newsletter is getting a good response and if it isn’t, he wants to know how to fix it.
Michelle (Director of Trade & Lateral Development) went to see Brett to discuss his newsletter. Brett was finally able to get all his questions answered.
During their hour long meeting she explained why Word wasn’t the right program to use to design the newsletter and why designing for spam filters is so important. She detailed the spam laws and how Brett should comply.
They discussed why his emails with too many recipients bounced and how he could track his customers’ responses to tell if his newsletter was working.
Brett relaxed as they devised a plan for his newsletter:
Brett would send TLD his text, photos and list of customers. TLD would edit the text and design the HTML newsletter based on email marketing best practices and to avoid spam triggers. TLD would create his database on TradeMail (the inhouse mass mailing system) and send the email to Brett’s customers. Brett would get his own login so he could check his reports as often as he liked.
After each send they’d discuss how to improve his newsletter going forward.