That’s a great point, and that 20%, that’s astonishing. It really is. I’ve seen numbers a around that and any time I just hear or see that, it’s just really incredible, really the level of focus and energy marketers need to put into to making sure that you have a consistently clean and accurate contact list. So on that point, you’re focused primarily on the email channel, but I’m guessing when, when you have a broader marketing initiative, such as maybe a product launch, could you talk a little bit about how that gets integrated? How do you consider the email channel as part of a broader market, maybe product launch? And how are you interacting with the other folks on the marketing team to make sure that email is a meaningful kind of channel? That you’re not bombarding people, but also at the same time, you’re driving the value that you’re looking to create, as part of maybe an example of an initiative like that.
Email Marketing Manager
Big Ass Fans
You have to look at the ecosystem that those leads are being dropped into and you really have to understand what’s the intention when somebody’s coming to me and establishing a relationship with my brand…
Yeah. I’m really glad that you asked that question, Dan, because it’s not just about channel ownership, right? It is, as you allude to, it’s integrated marketing. That’s what needs to be happening with any campaign and very particularly a product launch, because working in the industrial space and especially in this era where there’s so many supply chain constraints and different factors that go into a product launch, that can be kind of volatile, there needs to be really tight and consistent communication with the product owner on your side, with the sales team, with the marketing team, with the executives team, kind of on what exactly is going to happen and when. It’s going to have to be dynamic, it’s going to have to be flexible. So for me, for example, how that affects email, is I tend not to schedule a lot of emails in advance, even though I have that ability. Especially when it comes to a product launch, it’s often me at my computer and I’m waiting until a very specific moment that I’m going to hit send, and I’m going to hit send to specific groups at specific times.
So it’s very coordinated. That for product launch is months and months in advance. I mean, it’s years for the actual product, right? People just don’t know until [inaudible 00:12:51] in it. But when we were launching the most recent, Powerfoil FX4 fan, the latest generation of our truly big fans in the spring, it was very much that, “Hey, we’ve got something that we’re very excited about. What are we going to tell people?” in those early conversations. What’s most exciting about this product? What is going to be the best feature for our end customers and those specific different customer groups? Who do we not necessarily want to push this to? We want them to know that this is here, but maybe this is the solution for every single one of our customers.
So really having that judicious conversation of, yes, we have this wonderful product. Yes, we know that it is hugely relevant and makes an impact. What exactly for me does that mean in terms of building out those contact lists and advance testing, perhaps, other content in advance to see sort of how that performs? What different types of messaging might need to go out and get integrated into that?
Then also working with our creative team. We’re spoiled for riches in terms of Big Ass Fans. Let me tell you, I am constantly impressed by our creative services team, our copy team, everybody in digital marketing. It’s really an amazing team to work with. So just having all that together in sort of a documentation format, in table format, in whatever your product management workflows are, that you go through your different services, your base camp, right? [Trello 00:14:24], whatever service platform you use, and keeping it in a tight and consistent thread. So, understanding who within the company you really need to be talking to? Pressing them on the questions, not just from their perspective, because everybody in the company loves it, right? But from the end user and that customer perspective. Hopefully that answers your question.