E-mail newsletter, Web site push Symantec's software

Krol, Carol
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, p26
Trade Publication
Case Study
This article deals with a marketing strategy used by the Small Business division of Symantec Corp. to stimulate requests for its trial software in 1999. NetMarquee, an online direct marketing agency, created an e-mail newsletter and a Web site for Symantec's Small Business division to boost interest in the software and help determine the future course of the company's direct marketing. The newsletter goes to existing customers in the Symantec database. It was e-mailed monthly to build relationships with customers. Content talks about Symantec and benefits for product owners. On the other hand, the Web site is meant to encourage requests and downloads by making it easy to find trial software on each page. It also incorporates editorial content to involve potential customer.


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