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E-mail Prime Marketing Tool for Marketing Group

By Scott Flood, Delivra

"We're focusing on the same thing as a lot of organizations and corporate marketers: how can we deliver our message most cost effectively." 5MetaCom's Bernie Pesut, president of the Indianapolis chapter of the Business Marketing Association, is a believer in the power of e-mail marketing. "E-mail does that for BMA better than other ways that take more time, more people and more budget dollars."

BMA/Indianapolis uses e-mail to promote monthly speakers and events such as the group's annual Circle Awards, a marketing communications awards program that looks beyond the creative concept by measuring how well the entries achieved their marketing objectives. Given the members' understanding of the value of solid results, it's no surprise that they promote each event with multiple e-mails. "That's based on the whole theory of frequency," Pesut explains. "Sending a message only once has very little impact, but 2 or 3 messages over a two-week period helps people remember and act upon them." He adds that the group sees a definite jump in reservations after each e-mail is distributed.

Pesut notes that working with Neighborhood Email helps BMA/Indianapolis succeed despite limited resources. "We give a document and visuals to Delivra, and they handle all the formatting and delivery for us," he explains. "They have always been responsive to getting it done and making announcements looks as nice as they can, so we can instead focus on what we need to do. Having their help is a nice feeling."

To see a sample of the e-mail, click here.