The Project:
Lumension Monthly Newsletters

The Challenge:

They're your customers. They've already bought what it is that you're selling. But that is not a reason to stop marketing to them. Up-sell, cross-sell, renewals... all sources of revenue that you can't just leave on the table. You just have to change the approach.

The Solution:

A monthly newsletter needs to provide just ONE good piece of content that the customer actually wants to read. Build your design around that single piece of content, and the rest of the canvas is a blank slate to address so many additional touch points.

• 1Reafirm that you know who they are and this email is intended specifically for them, and give them their account reps direct contact info.

• 2Remind them of the other products you offer with your FREE Trials, and always put these in the same location. They may not be interested this month, but next month is another story and they shouldn't have to find the promos.

• 3You've got a hot piece of marketing materials or an event that is coming up - put it front and center. In this instance we use it as divider between the above and below the fold content.

• 4You have FREE Tools that are a perfect lead in for cross-sell opportunities. And again, keep this promo in a constant location month after month.

• 5When you close out the newsletter, it's the perfect location for those 3rd tier offers that just don't belong anywhere else. We did 3 every month always in the same location, right at the bottom.