Advanced Polymer Alloys, a chemical manufacturer facing a budget crunch, replaced postal mail and direct response space advertising last year with an e-mail newsletter. The results were so good that the firm now plans to redesign the letter and increase its frequency from quarterly to six times a year.
To date, the newsletter has enabled Advanced Polymer (APA) to cut marketing costs by better than two-thirds while more than doubling the number of its prospects and customers, according to business development manager Jeff Senich. And the firm hopes the letter will drive 10% growth this year. 2002 sales totaled $30 million, 8% better than the year before.
Despite that improvement, Senich’s department had a mandate to cut costs.
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