MM10 - The eNewsletter Pilot Program

eNewsletter Pilot
@MMIMATTERS #MFGMARKETING MMMATTERS.COM PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE 1

6 Steps
1. 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.
@MMIMATTERS #MFGMARKETING MMMATTERS.COM
PODCAST: MANUFACTURING MARKETING MATTERS @BRUCEMCDUFFEE
2

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
3

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.
4

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.
5

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.
6

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.
7

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.
8

Takeaways
1. 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.
9

Manufacturing
Marketing
Academy
Contact me to reserve your spot before May 1st and
receive the Early Adopter rate (25% off the normal
rate of $2500 per month.)
bruce@mmmatters.com
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.
10
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.

Congratulations, you’re on your way to a New Way
to Market!
Join the Manufacturing Marketing Institute – MM Academy today!
11

MM10 - The eNewsletter Pilot Program

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