TSR's new e-mail marketing program helping target customers.(List Management)

B to B, September, 2007 by Bannan, Karen J.

Byline: KAREN J. BANNAN

Decade-old TSR Inc. supplies the wire harness industry with hand tools, braiders and anything else that helps manufacturers assemble high-tech and, often high-ticket, items. Unfortunately, until earlier this year the company wasn't doing a high-tech job of promoting itself-TSR didn't have an e-mail marketing program (or an associated e-mail list). All its marketing materials went out via regular mail, which is something Jesse Denherder, art and marketing director, set out to change in February.

Denherder started building a list by hitting up TSR's North America, Central America and Mexico sales forces, asking each of the company's 18 internal groups for 25 e-mail addresses. The company also garnered addresses at industry trade...

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