Dear Manufacturing Client

It's been nearly a year since you authorized a monthly enewsletter program.

I was pleased to see you take the leap of faith in commissioning this assignment. The initial thrust produced a PDF attachment (two versions) which you asked us to produce in order to show off your portfolio of manufacturing solutions. A nice start, perhaps, but just the beginning. Sending personal messages from Outlook Express is not email marketing. I think you may have forgotten the original thrust of this idea, which is the start of a new marketing program. The PDF attachment was never intended to take the place of a scheduled HTML newsletter.

That's why I am writing this gentle reminder. A lot has happened in the world of email marketing. We have hit a continuing pause, or point of procrastination, which you might want to reconsider in light of the proven effectiveness of permission based marketing.

Since your authorization was signed, the marketing world has literally exploded. It is now generally agreed this form of "seamless communications with customers" is perhaps the most effective marketing tool ever devised. In terms of ROI it outperforms everything else (by a considerable margin).

You know me to be truthful and deliberate. However, I hope you will now forgive me for blunt statement: it's high time to forge ahead with the anticipated email newsletter program. The difference between this consistently produced publication and a down and dirty PDF attachement, is literally beyond discription. There are many benefits for doing it. As a relationship marketer (the definition fits precisely) you're in a position to iron out some marketing problems... and create a unique communications asset for your managers and company.

The seamless customer communications aspect of email marketing is driving the excitement. This, coupled with efficiency has enabled change. In manufacturing it's often called CRM or Customer Relationship Management ("marketing automation" is another key phrase), but the heart of this digital revolution is permission marketing, and the heart of permission marketing is email.

Right now B2B marketing is moving away from hard-nosed sales efforts to a more efficient permission based approach. I believe your company will benefit by moving ahead with deliberate speed. Permission marketing, CRM, "marketing automation" is driving everything right now... for large companies, medium companies, and smaller firms. Literally a sea change in business communications is taking place.

We have the right tool, in the right place, at the right time. But we're sitting idle.

Are you not ready to go forward? It isn't too late to establish a strong permission based marketing system for your firm. But we need to act now.

The world is moving very quickly.


Sincerely yours,



Greg Johnson