Question Client Email Blast

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Okay warriors, I had a meeting with a high-end furniture manufacturer. They guys had only been selling to dealers, interior designer, etc... Now they are looking to get some business going straight to the consumer. Their target is wealthy people (they have dinner room tables that can go for 30k). The business is in a level stage. They been around for 40 years, 2-3 million a year for the past 10 years, the website is okay but doesn't have a place for people to order because everything is made from hand and can be customized.

During the conversation, they were adamant about buying an email list from a list broker. They want to email these people in hopes they call to buy and to get this population more familiar with who they are. I have some ideas of what to do so they can see the best results, but I'm kind of thrown with the email blast. I look at this like a direct mail campaign and have never heard of anyone getting results I'm looking to give them.

Any of you have experience with an email blast, if so what works the best? We can create the copy and creative should I just use MailChimp to send out the email for them? Also, if you have any ideas that would generate them leads instead of just an email blast I'm game to hear your thoughts.
#offline marketing #blast #client #email #question
  • I think regardless of what you do, and how you do it will be an exercise in futility. The"Company" wants to reach out to its end buyers directly... so THEY think they should blast an e-mail to rich people... LOL Rich people don't buy tables.. they hire people for that.
    • [1] reply
    • That's what I was thinking @savidge4. SirThomas I'm not sure if they are worried about that.
  • If they go directly to the consumer, more likely they'll get dropped by their dealers and interior designers...
  • This is kind of interesting. I don't do stupid things for people but my business isn't marketing.

    The question is how do you position yourself so that they know you think it is a bad idea and when it doesn't work you can come away looking like the good guy?

    I would tell them that it isn't going to work but if they feel like they need to do it you will. Then tell them we need to do more things to market the business.

    I get the feeling that there is new management that has no idea how business works and thinks they are just "giving money away" by not selling direct.
  • @eccj You are right. I prefer to only do things that work. I think your points are good, for my next meeting my plan is to show them a campaign that should generate the results they are looking for and let them know they're not going to see the same from an email blast. If it's an absolute must that they have to do the email blast I'll do it because this is what they asked for, even though I said not to.

    Your feeling is right, they have new people in place and have NO CLUE about marketing. The only thing is they use to capture their customers emails and have sent out an email and had a few direct buyers this way. Guess this is why they are so adamant about doing something with email.
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    Question Client Email Blast

    Okay warriors, I had a meeting with a high-end furniture manufacturer. They guys had only been selling to dealers, interior designer, etc... Now they are looking to get some business going straight to the consumer. Their target is wealthy people (they have dinner room tables that can go for 30k). The business is in a level stage. They been around for 40 years, 2-3 million a year for the past 10 years, the website is okay but doesn't have a place for people to order because everything is made from hand and can be customized. During the conversation, they were adamant about buying an email list from a list broker. They want to email these people in hopes they call to buy and to get this population more familiar with who they are. I have some ideas of what to do so they can see the best results, but I'm kind of thrown with the email blast. I look at this like a direct mail campaign and have never heard of anyone getting results I'm looking to give them.