Niche e-newsletters maintain interest levels

Problem: Precision-Optical Engineering (P-OE) designs, develops and manufactures optical components and electro-optical subsystems for military and commercial markets, as well as manufacturing interferometers for optical surface qc applications. The company also has one of the largest diamond turning facilities in the UK for the manufacture of optical components and mould tools. As individual sales projects can be time intensive, the company wanted a cost-effective way of maintaining regular contact with existing customers and prospects.

Solution: A series of regular e-newsletters featuring click-through links to P-OE’s website was planned and written by In Press. Using professional distribution software that provides full “unsubscribe” facilities and comprehensive tracking to show who has received the newsletter, opened it and clicked through on individual links, the newsletter was sent out to P-OE’s qualified e-database.

Benefit: Nearly 50% of the delivered e-mails were opened and there were direct clickthroughs from almost 15% of those who opened the mail. This high level of interest both kept existing customers up to date with the latest projects and highlighted specific interests which could be followed up as sales leads. Undelivered mail was also recorded which allowed the e-database to be further cleaned.

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