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April 8, 2009 |
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Table of Contents
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COOLER 2.0 |
CoolerEmail is developing the new-and-improved version 2.0 that includes an all-new website design. Wanna see? Get a sneak peek by clicking on the icon below.
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CONTACT INFO |
Check Settings for Three Important Fields
The Contact Information area on the List Settings page defines the list manager for all editions sent to a mailing list (see the "Settings" tab under each mailing list). The three fields included there are important, since they
identify you, the sender. Per your licensing agreement with CoolerEmail, and the CAN-Spam ACT, the "From" email address must be valid and monitored by the sender. Your
email's "From" name and email address are defined by the first two fields. When recipients reply to your email, their replies are sent to that email address. The Administrative Email is not displayed to your recipients (this is helpful if
you are managing email broadcasting for a client). The Administrative Email is the email address that receives all system notifications, such as send-to-a-friend, unsubscribes and broadcast confirmations. Learn more in the Knowledge Base
by searching for "Contact Information." |
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GENERATION Y |
‘Millennials' Want More Innovative Emails
Email recipients between ages 18 and 24 are open to getting innovative emails that they have more control over when it comes to communications from companies, according to a study by the Participatory Marketing Network (PMN)
published on MarketingCharts.com. "While online marketing continues to evolve, traditional email communications from marketers have remained surprisingly stagnant. For email to remain relevant for today's ‘iPhone generation,' brands must
introduce new thinking and innovative features that give users more control and allows them to participate in a mutually beneficial relationship with them," said a PMN spokesman. To learn more about the study and what it reveals about this
market segment, go to
MarketingCharts.com. |
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CLIPART |
Cooler Image Collection
Did you know CoolerEmail offers tons of clipart images, all nicely categorized and ready for your use for free? You'll find "Royalty-Free Clipart" in Help/Knowledge Base, under "Cool Stuff" at the
bottom of the left-hand column. Log in and browse the range of images, from animals to scenic beauty. If you need a little art to spice up an email message, keep this option in mind. |
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(Oops! We goofed and sent you the wrong newsletter last night - this is the REAL CoolerTips you've been waiting for!)
Cooler by Design
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THE COOLER PROFILE: MEL WHITE, V.P. Marketing |
In the trade show industry for 10 years, Mel White is the vice president of marketing and business development at
Classic Exhibits Inc., in Portland, Ore., a firm that designs and manufactures trade show exhibits. White has been with Classic for more than four years and co-manages the business with Kevin Carty, vice president of sales. Classic
Exhibits'
portable, modular and hybrid exhibits are sold through 200-plus distributors in North America and in select international locations.
Cooler Tips: Would you please describe for us how CoolerEmail helps you communicate with your distributors?
Mel: CoolerEmail is the communication backbone of our distribution network. For the past four years, our distributors have received
"Design Monday" by 6 a.m. EST each and every week. Design Monday shows them three new exhibit designs, which we link to our website. The read rate for Design Monday typically exceeds 50 percent, which is remarkable
considering that distributors have now received more than 200 weekly Design Monday emails. In addition, we use CoolerEmail to announce specials, marketing updates and product launches. Our distributors typically receive at least two
CoolerEmails from Classic every week. To fully understand how much we rely on CoolerEmail, you would have to see our Control Panel. It is very, very long.
Cooler Tips: What significant things have you learned from analyzing the real-time statistics CoolerEmail provides for each edition you send?
Mel: The statistics allow us to target those distributors who are the most interested in a design or marketing campaign. We can follow up with the "Hot Prospects" with more information. We have learned
that if they read an email multiple times, there is a high probability they would be receptive to details. On the flip side, when we see that a distributor is not consistently reading our emails, then that tells us to investigate why.
Often simply asking them about a particular e-broadcast will nudge them back into the rhythm of reading our Cooler e-broadcasts.
Cooler Tips: What methods do you use to build your contact list?
Mel: We have multiple contact lists depending on the division.
Exhibits Northwest, our company-owned distributor in the Oregon and Washington markets, has separate lists for its Portland and Seattle offices. None of the lists are huge, about 1,000 contacts each, but the lists are solid. We
have built our lists patiently and diligently through direct contact with clients, either by working with them on projects or through trade shows or events. We have never purchased lists. I would have to say our Quadro list has been the
most effective. The read rate is consistently around 50 percent, and I would estimate that we have not had more than 20 contacts unsubscribe in four and a half years.
Cooler Tips: How has CoolerEmail helped to improve your business or organization?
Mel:
Design Monday, mentioned above, transformed the perception of our company. Before the Design Monday campaign, distributors did not fully understand our design and manufacturing capability. Design Monday changed that, not only
within our network, but also in our industry. We went from a mid-tier manufacturer to a top-tier manufacturer in less than a year. Since then, we have continued to grow from 20 percent to 30 percent per year, largely through
word-of-mouth within our industry. We rarely advertise in trade publications; new distributors find us after talking to their colleagues. What they say, after praising our customer service, design and manufacturing expertise, is that we do
a much better job of communicating than anyone else. I credit much of that to
our consistent CoolerEmail broadcasts.
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CoolerEmail
249 S Hwy 101, Suite 525 •
Solana Beach, CA 92075
866.4COOLER • Fax: •
editor@cooleremail.com
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http://cooleremail.com
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