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SPRING 2022

Distributor's Link Magazine Spring 2022 / Vol 45 No 2

102 THE DISTRIBUTOR’S

102 THE DISTRIBUTOR’S LINK JOE DYSART AI PERSONALIZED NEWSLETTERS: HOW FASTENER DISTRIBUTORS CAN DEEPEN CUSTOMER LOYALTY from page 14 ¤ Other business marketing content the reader engages with on your business’ Web site, social media properties and other digital properties Ultimately, the number of personal data points a fastener distributor can study and use as triggers to shape content on a case-by-case basis is virtually unlimited. Essentially: If you can imagine a personal data point you want to track -- and a way to track it -- you can add that tracking to your newsletter’s AI personalization mix. Moreover, while AI’s ability to automatically track personal data points is legendary, fastener distributors sending personalized newsletters have also found you can capture even more data the oldfashioned way -- using surveys, online forms and/or Q&A’s between a company chatbot and your customer. Jeeng, for example, found in its study that 76% of customers are willing to fillout a short company survey -- as long as they’re promised more personalized marketing content from the company. The upshot: At the end of the day, the number of data points your business can track and analyze is really only limited by what you’re willing to pay each customer for that data. The question becomes: If my customer will part with a bit of data for free, can I snare an additional motherlode of personal data points if I promise a , or gift card in exchange -- or some other compensation. Once you begin shopping for AI-powered personalized newsletter software, fastener distributors will find that many of the solutions are designed to integrate with commonly used software services like Salesforce, Mailchimp and Hubspot. And many other solutions can be integrated with less commonly used software packages using automated integration solutions from providers like Zapier (www.zapier. com), Automate.io (www.automate.io) and Microsoft Power EACH CUSTOMER OFFERS A MOTHERLODE OF DATA YOU CAN TRACK TO HELP PERSONALIZE YOUR FASTENER DISTRIBUTOR NEWSLETTER SOMETIMES OVERLOOKED, THE TRADITIONAL SURVEY -- WITH A REWARD FOR COMPLETION -- IS ONE OF THE MOST EFFECTIVE WAYS TO BUILD AN IN-DEPTH, PERSONALIZED DATA FILE ON EACH CUSTOMER Automate (www.powerautomate.microsoft.com/en-us). A good industry standard email solution to check-out to use as a benchmark against competitors is Ras.io (www.rasa.io). An early player in AI-personalized newsletters, Ras. io’s software tracks every item a subscriber clicks on when interacting with your newsletter and continually provides content that more closely matches those interests with each subsequent newsletter from you. For content, the software grabs news and info for your newsletter from the Web, repackages it and then combines it with any original content you might also like to include. Ras.io also enables fastener distributors to design any newsletter it manages for you with your company colors, fonts, layout and similar design features. Of course, Ras.io also realizes you may want to send at least some of the same content to every reader you’re marketing to with your personalized newsletter. So it enables you to reserve space for say three-out-of-ten articles in your newsletter that are applicable to every reader in a general way. Here’s a representative sampling of Ras.io’s competitors that also offer personalized newsletter services fastener distributors can use: ¤ MarketTraq Email (www.markettraq.com/features). This newsletter personalization service is worth a click simply because it offers one of the most detailed, blowby-blow rundowns on how they’ll personalize a newsletter for you. Like others competitors, MarketTraq studies readers’ interaction with your newsletter content and makes adjustments based on the content those readers most favor. Its service is based on what it calls M-Blocks -- technology that changes any image, article copy, headline or formatting for your newsletter on a subscriber-bysubscriber basis. CONTINUED ON PAGE 148

THE DISTRIBUTOR’S LINK 103 Eurolink Fastener Supply Service is pleased to announce the recruitment of Osbaldo Ramos as its new Inside Sales Representative. Osbaldo has been working in the fastener industry for more than 20 years, where he’s specialized in complex automotive fasteners, however Eurolink will be a new challenge for him in the non-Automotive all metric world. Osbaldo was born in California but moved to Chicago at a young age, then he and his family made the move to South Carolina 3 years ago. Osbaldo has been married to Nelly for more than 23 years now and has 2 daughters, Kayla and Kamila. Eurolink is the premier US distributor of metric fasteners and specializes in complimenting and extending your basic fastener lines with hard-to-find metric fasteners manufactured to both DIN and ISO standards. Eurolink offers access to more than 100,000 quality C-class parts - regardless of your required size, material, or finish, Eurolink has the European resources to meet your demands. For further information contact Eurolink Fastener Supply Service by Tel: 864-801-0505, Email: sales@eurolinkfss.com or online at www.eurolinkfss.com.

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