Improving customer communication
22nd April 2014

Trade counter Truemans Windows has been working with window industry marketing specialists Purplex Marketing to improve its customer communications.

Purplex designs, optimises, and sends monthly e-newsletters on behalf of Truemans to its customers across all three trade branches, Burnley, Sheffield, and Doncaster.

Joe Trueman, managing director, sees the e-newsletter as a useful way to keep in contact with customers:

“Wherever you are in the supply chain – fabricator or installer – it’s important to maintain a strong relationship with your supplier. A regular e-newsletter helps us keep our customers up to date with the latest happenings across our network of trade counters, whether it’s announcing a new product we’ve introduced, promoting an offer or simply getting to know the faces behind Truemans.”

Joe goes on to explain how regular contact with customers is also a good way to increase customer loyalty and open up new business opportunities:

“It’s easy to assume your customers know everything about your company and its products but sometimes that’s not the case. If an installer is buying windows from us but composite doors from someone else because they don’t know we also supply that product it’s a missed opportunity for both us and the installer as they could be conveniently getting all the products they need from one place instead of multiple suppliers.”

The Truemans e-newsletter campaign started in February and although it’s early days the results have proved promising, with the first one achieving a 52% open rate and 21% click through rate. It’s also worth noting the majority of opens are via a mobile device, showing a clear shift towards mobile email marketing.

Adi Day, group marketing manager at Purplex, concludes:

“We can design, optimise and send highly effective email marketing campaigns, from one off eshots to regular e-newsletters. All emails are inbox tested to improve deliverability and can be mobile optimised to increase response rates. Most of Truemans’ customers are site-based installers who would have viewed the email on a mobile device, a factor which is helping Truemans consistently achieve such great results.”