eNewsletter Turbo-Charges Manufacturer's Marketing Communications
An email newsletter falls right in line with Advanced Forming Technology's goal to be an undisputed industry leader through its people, services and innovation.
Advanced Forming Technology (AFT) is the world leader in metal injection molding. AFT, a division of Precision Castparts Corporation, specializes in creating small, complex parts that require high-strength, reliable performance and cost-effectiveness when produced in mass quantities. This includes automotive parts, power tools, medical instruments and computer and electronics parts.
The AFT World Wide eNewsletter allows the company to take advantage of technology to generate "excellent" exposure to current and potential customers, said Denise Lee. "eMarketing was an opportunity to target specific current and potential customers in an effort to keep them informed."
The email newsletter serves as a great marketing tool for AFT. It enables the company to maintain effective two-way communication with customers and prospects, Lee said. "We get regular feedback from customers and marketing representatives about the email newsletter. We've used it as a vehicle to promote a seminar."
Through the unique tracking features that Proven Systems' software provides, AFT has been able to track the results for each month's send. AFT World Wide has a healthy open rate of 80-plus percent and a click-through rate of 30 percent. And this has produced favorable results for the company. For example, a sales manager received several quote requests after his feature appeared in the newsletter." This is the ultimate response," Lee exclaimed.
Also, AFT's eNewsletter has successfully held the attention of large companies each month since it began in November, 2003. One of them, in particular, is AFT's largest customer. "It makes a statement when we are able to keep the interest of a key customer," she explained. "This customer represents a company that has been with us since day one."
AFT History
As a company, AFT's performance has been "on task" since it was founded in 1987 in Longmont, CO.
Originally, the company was involved with Computer Aided Machining and Plastic Injection Molding. In 1991, AFT was purchased by Precision Castparts Corporation, a worldwide manufacturer of complex metal components and products serving a wide variety of industrial and aerospace applications. Since then, the company has built a Greenfield operation in Retsag, Hungary, just 35 miles north of Budapest. The facility produces high-volume automotive components for the European market place.
AFT uses three unique, leading-edge technologies to fashion metal parts into a broad range of complex shapes: Metal Injection Molding (MIM), Thixoforming and Aluminum Silicone Carbide (AlSiC) Composites. This includes injection molding, sintering, sizing/calibration, machining, heat treating, plating, painting and sub-assembly operations. In addition, AFT offers special alloy development capabilities, such as titanium 6Al-4V and nickel/cobalt based super-alloys.
For more information about PCC/AFT, call 303-833-6000 or visit www.pcc-aft.com. |
