Case Study: Middle East Health
Trade magazine uses bulk email to reach advertising clients
"As a contract publishing and client media company, GraphicMail's tracking tools give us a good idea of which advertisers to target with follow-up proposals."
Introduction
Middle East Health is a bimonthly English language trade magazine for the healthcare industries in the Middle East, and is distributed in Gulf Cooperation Council (GCC) countries as well as Egypt, Iran, and the Levantine countries. The magazine is published by Trident Communications in Dubai, United Arab Emirates, a contract publishing/client media company.
The magazine has a well honed and targeted circulation and, as such, serves as a powerful advertising medium for medical equipment, devices and technology manufacturers and suppliers of medical services. Middle East Health has been in publication for more than 30 years, and today has an online presence in addition to the publication of the magazine.
The Challenge
Middle East Health utilizes the synergy of print and online marketing, although recently the magazine has begun a more concerted effort to push the online marketing medium more than in the past.
This has prompted them to use bulk mail to reach their current and past advertising clients. They do not have huge mailing lists, instead their list consists of a select group of advertising clients - however this select list is still large enough to warrant bulk mail out.
The purpose of the emails is to let current and prospective advertisers know what they will be covering in forthcoming issues of the magazine, what special offers are available, and to draw attention to specific areas of the website as advertising medium. In this way they can continue to engage with clients and let them know in advance so they can prepare advertorial copy and advertising related to specific features in each issue.
The Solution
Middle East Health reports that GraphicMail offers a convenient, efficient and easy way to do this. Through GraphicMail they can keep track of who is opening and reading these emails, which gives them a good idea of which advertisers to target with follow-up proposals.
Says Michael Hurst, marketing manager at Middle East Health: There are three things we especially like about GraphicMail: The simplicity of sending out email through attaching the URL of the HTML page you want to mail out. The efficient way the mailing list can be managed – additions, deletions, bounced mail etc. The stats – who is looking at the email and who is not.
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