Customer email Campaign

We have been on a fierce campaign to collect customer emails in order to open up a new way to communicate with our customer and visa versa. We snatch up customer e-mails every chance we get including in and outbound phone calls, new sales, web starts, web subscriptions requests, etc. We record addresses from a growing number of customer who use our customer service email to communicate with us, which btw, is increasing daily. We used an append process offered through Tower Data to secure available and permission based customer e-mails. We now have e-mail addresses on 48% of our customers & we’re convinced that these customers prefer this method of communication so we’re going to pursue them big time through this avenue which costs us nothing.

With the help of our IT guys, we designed our system to automatically send out emails. Our Marketing Dept gave us our creative Blog Name and we think it’s pretty cool. Who knew Circulation people could be so cool?

A Welcome Message is sent to new subscribers via email with a link back to Customer Service e-mail with any comments/issues they might have. As I said before, our Customer Service emails are increasing daily because of this link back.

The next e-mail goes out 30 days after their start date asking how we’re doing and once again there’s a link back to the Customer Service e-mail.

Our next move is to start sending retention emails to those who are close to expiring and need to make a payment. The email will link back to an OP Website page where customers can easily make a payment online.

The more we get into this, the more we realize the possibilities are endless. We think we’re being pretty creative but maybe you have something more creative. We’d love to hear about it.

Welcome to the “Deliver This!” blog. It’s been set up as a new means of open communication. Although its primary purpose is to share information between circulators, we encourage and welcome all suggestions and ideas from anyone wanting to join in.

Although the JRC culture is changing from legacy based to digital first, which we all know is critical to our long range success, we need to continue to excel and innovate to best serve the needs of our print customers.

With ever changing technology come new opportunities and tools to better serve our customers, promote the product, and meet company goals. Let’s use this blog to share our experiences, innovations, successes, and yes, even our missteps.

John Lazzeri (JCL)
Circulation Director
The Oakland Press