The second phase of the project consists of the composition of a newsletter to be sent out to the sample of 104 companies. Lindt managers decided to send out the newsletter by email, as they considered this way of communication the most innovative and effective.
The newsletter is a perfect tool to communicate, inform and promote the news dedicated to the fall/winter campaign for 2016 Christmas gifts. The company never made use of newsletters in the B2B channel but it has the need to inform and remind clients of the possibility to make orders well before Christmas.
The newsletter would allow Lindt to interact with the potential companies establishing a relationship of trust, increasing the website traffic, supporting the promotion of seasonal products, and communicating the news. Another strong point of the newsletter is that it can also be programmed to create a sequence of emails to be sent out by prearranged deadlines.
The goal of my project is to convince Lindt that the newsletter is a useful and effective tool to create direct connections with new potential clients. Hence, the implementation phase includes the creation of the newsletter, its delivery to the 104 selected companies, and then, the assessment of the results.
Before sending out the newsletter, three fundamental phases needed to be addressed:…show more content… By creating a dedicated Lindt account, this software allowed Moskito Design to automatically send out the newsletter to the list of potential clients. Lindt is aware of the importance of privacy and consent to the use of personal/corporate data, and I made sure that all the companies in the mailing list had previously released, in Cerved’s survey, their consent to be contacted by Lindt. While these contacts have taken part in our market analysis, we made sure to inform them beforehand, and we stressed their freedom and control over future relationships with
