Eaton Power Quality: Email Newsletter for B2B-target audience: What the partners are really interested in

The Task: Based in Achern, Eaton Power Quality GmbH´s core business is solutions for uninterruptible power supply (UPS). Sales are nearly exclusively executed via the channel.
Eaton Corporation informed its partners and customers about news within Eaton Corporation and the international market via a European wide customer magazine. Dr. Haffa & Partner initiated and tailored an Online Newsletter for the target audience in the strong German market.

The Implementation: Dr. Haffa & Partner created an E-Mail Newsletter, which is published four times a year and received by Eaton Power Quality customers. A simple column scheme provides a good overview: Editorial (personal greeting by the CEO including a current peg), product news, case studies, technical backgrounder and event notes. The newsletter complies with the corporate identity, the website and all advertising items.
Dr. Haffa & Partner operates as editor and writes the articles. Of course, the Haffa team works closely together with the responsible MarCom person at Eaton Power Quality. Annually there are specials published, which include a survey concerning customer satisfaction.

The Result: „The Online Newsletter not only saved us expenses, but strengthened our position as expert and increased the customer loyalty. Dr. Haffa & Partner is our perfect editorial staff for conception and implementation.
Bodo Mainz, CEO of Eaton Power Quality GmbH Thanks to the E-Mail-Newsletter, Eaton Power Quality delivers continuous news on the area UPS tailored on the interests of the partners and customers. Hence, the company becomes established as reliable source of information, ideas and expert in the technical area of UPS and creates customer and partner loyalty. Synergetic effects emerge from the use of existing articles that are used for PR- and marketing work and likewise for the newsletter. Due to the switch from a large-sized printed edition of the European-Newsletter to the Online Newsletter, Eaton successfully applies its budget more effectively.
On the basis of a continuous click-count, Dr. Haffa & Partner and Eaton constantly optimise content and format - accordingly partner and customers obtain precise information on the topics, they are interested in. Additionally, PR-department and media planning benefit from the results of the survey on reading behaviour and customer satisfaction.