AM: RE: Email list content dilemma
It is clear, I think what you are trying to do, and I think that you can
successfully serve up mixed content on the listserv. I think the only
danger is that the list will become too one-sided, but some effective
management (ala Penny, Fleck, Fran and Mitch's tactful intervention) should
mitigate that somewhat. My experience with this market is that both the
engineers and product managers, while focused on their own issues, will have
at least ancillary interest in each others issues. After all, they are
relying on each other to make what they design a viable product.
Furthermore, I think you are correct in your statement that "the engineers
are the ones who make technology recommendations..." and I think they are at
least as important an audience as that which you consider your ultimate
audience. That is, the product managers, if interested, are going to be
asking the engineers about your products. If the engineers are knowledgeable
of both the technology and, though to a lesser extent, the marketing
criteria by virtue of subscribing to your list, I think you will have
accomplished your goal. Good luck!
David J. Simonetti
"What the hell's a Marketeer?"
> -----Original Message-----
> From: email@example.com
> [mailto:firstname.lastname@example.org]On Behalf Of Brian Alpert
> Sent: Friday, March 20, 1998 11:04 AM
> To: email@example.com
> Subject: AM: Email list content dilemma
> All --
> I'm on the verge of launching an email list to further my
> company's marketing goals (Telogy Networks, Inc.), and
> wanted to toss out a few ideas for feedback/discussion.
> Up front, I very much appreciate any time taken; I know
> how busy everyone is.
> Telogy is an 'embedded software' company. It is esoteric,
> Voice over IP-related stuff, sold to manufacturers
> of network gear. Our products have gotten good coverage and
> our customer list likewise has good names attached.
> The email list is permission-based, and will start small.
> I'm estimating about 100 names.
> The list's goals are:
> - to help establish Telogy as a leader
> - increased visibility of the company/product name
> - promote useful feedback from participants
> - get leads/promote sales
> Our sales prospects are product/equipment managers:
> Sr. Mgrs. and up. The ultimate demographic for our
> list is healthy portions of those folks and the engineers
> that design these wonderful boxes.
> The engineers are the ones who make technology recommendations
> to mgt., so they're related to the sale.
> Situation: most of those who've registered for the list are
> engineers. They are certainly welcome, but we haven't so far
> attracted half of our true prospects, the half that makes
> buying decisions.
> The groups have different content needs. The engineers are
> interested in technical product info, release notes, schedules,
> The managers are more concerned with business market issues:
> time to market, "build-in-house" vs. "buy-from-vendors,"
> their own product strengths/weaknesses.
> My quandary: I want to keep the engineers interested, but
> also want to attract the managers. If it is all marketing/business
> the engineers will leave in a swarm. If it is all-tech,
> the managers won't care.
> However, I think it is true that issues applying to one group
> are relevant to the other, would like to capitalize on that,
> and also would like to avoid maintaining multiple lists.
> Given the limited attention these tools get, do you think it
> is viable to attempt to serve-up a content mix that appeals
> to both audiences?
> Do you see risks in trying that? One that comes to mind
> is, if the list is perceived to lack focus or a coherent
> identity it may not be interesting to anyone.
> What specific content-related steps might I take to avoid
> Do you have general content-related recommendations for
> starting such a list?
> In advance, thanks again--
> --Brian Alpert
> Manager Internet Marketing
> Telogy Networks, Inc.
FN:David J. Simonetti
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