The Thomas Register has turned to e-mail to help its independent sales reps.
The industrial directory publisher introduced the program, which allows its 550 reps to send e-mails to clients and prospects, at the beginning of September, according to associate publisher Pat Daloisio.
Within five days, half of the reps had sent 5,000 e-mails. The total at the end of two weeks was 14,000, said Daloisio, speaking at a session during the Direct Marketing Association fall conference.
The firm e-mailed the reps, inviting them to sign with for the free program and directing them to a company URL. The reps had two types of messages to choose from: new business and renewal.
Each rep has an e-mail contact file, usually consisting of 100 to 200 names.
Several reps reported that the program enabled them to reestablish old accounts and increase customer awareness and good will.
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