In a very competitive, bottom line-oriented business world, smart companies like Zoro Tools have to use different tactics to create a connection between themselves and their prospects.
A subsidiary of industrial supplies giant W.W. Grainger, Zoro has targeted small businesses using email and a stripped-down website. It's a less intimidating approach than the traditional B-to-B channels favored by its parent company.
A recent Zoro email, or "Zmail," is a good example of the company's prospecting strategy. It focuses on hearing safety issues, providing a healthy dose of information to demonstrate its industry expertise, and thereby setting the stage for the recipient to make a purchase. Another email from Zoro dangles a chance to win prizes to customers who post on the company's Facebook page. Please check out the slideshow below to see why email is a valuable tool in Zoro's e-commerce workshop.
Paul Bobnak is the research/content director for Direct Marketing IQ. He's also the archivist at Who's Mailing What!, which houses the most complete, searchable and fully online library of direct mail and email in the world. Paul can be reached at firstname.lastname@example.org.