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SPRING 2022

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

14 THE DISTRIBUTOR’S

14 THE DISTRIBUTOR’S LINK Joe Dysart Joe Dysart is an Internet speaker and business consultant based in Thousand Oaks, California. A journalist for 20 years, his articles have appeared in more than 40 publications, including The New York Times and The Financial Times of London. During the past decade, his work has focused exclusively on ecommerce. Telephone: 631-256-6602; web: www.joedysart.com; email: joe@dysartnewsfeatures.com AI PERSONALIZED NEWSLETTERS: HOW FASTENER DISTRIBUTORS CAN DEEPEN CUSTOMER LOYALTY Fastener distributors looking to auto-generate marketing newsletters that feel much more personal to customers are reaching out to artificial intelligence for help. Turns out, AI is great at continuously analyzing what readers are clicking on in the newsletters they receive from your fastener distributorship -- and then customizing the future content they receive based on those behaviors. Over time, that continuous analysis and readjustment of content results in an evermore personalized marketing newsletter for each customer -- and generally, more sales from each customer. In fact, 61% of customers who are treated to personalized marketing content from businesses say they are likely to buy from that business as a result of that personalization, according to a study by Movable Ink (www.aithority. com/technology/martech/ movable-ink-launches-firstannual-survey-on-the-power-of-personalization-amid-anevolving-marketing-landscape). And 80% of Generation Z and Millenials say they are happy to allow publishers to track their digital behavior in exchange for a more personalized marketing experience, according to a study (www.prnewswire.com/newsreleases/over-23-of-gen-z--millennials-say-personalized- BUSINESSES ARE HYPER-PERSONALIZING MARKETING NEWSLETTERS TO THEIR CUSTOMERS WITH AI 80% OF GENERATION Z AND MILLENIALS SAY THEY ARE HAPPY TO ALLOW PUBLISHERS TO TRACK THEIR DIGITAL BEHAVIOR IN EXCHANGE FOR A MORE PERSONALIZED MARKETING EXPERIENCE content-is-a-must-for-subscribing-to-publishers-email- newsletters-301298613) from Jeeng, an auto-personalized newsletter and digital marketing service. In a phrase, AI personalized email “uniquely provides a powerful way for publishers to build that coveted one-toone relationship,” with customers -- especially with young subscribers, according to Jeff Kupietzky, CEO of Jeeng (www.jeeng.com), an autopersonalized newsletter and digital marketing service. Besides personalizing marketing newsletters by watching behaviors, fastener distributors can also use AI to study and react to a wide variety of personal data-points they track about each of their customers. Those include: ¤ Basic demographics like age, sex, home location, work location, political party and similar ¤ The time of day a reader is most likely to interact with your AI-personalized marketing letter ¤ The type of device a reader is most likely to use when reading your AI-personalized marketing ¤ The history of the reader’s purchases with your business ¤ The average dollar value of the reader’s purchases with your business. CONTRIBUTOR ARTICLE CONTINUED ON PAGE 102

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    76 THE DISTRIBUTOR’S LINK INDUSTR

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    AFC Industries has acquired Tigard,

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    MID-WEST FASTENER ASSOCIATION HOLID

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    fastenerlinks BRINGING YOU THE FAST

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    fastenerlinks BRINGING YOU THE FAST

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    THE DISTRIBUTOR’S LINK 139 J.W. W

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    MID-WEST FASTENER ASSOCIATION HOLID

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    MID-ATLANTIC FASTENER DISTRIBUTORS

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    PAC-WEST FASTENER ASSSOCIATON AFTER

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    advertisers index C COMPONENT PACKA

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    advertisers index P PIVOT POINT 49

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