I recently completed a project for a client that was a wrap-around before delving into a full blown web site revamp.  What did we do?  We customized several on-going e-mail campaigns to target customers based on product selection - cross-selling where appropriate.

Oftentimes, large manufacturers are hesitant to revamp their sites as the content inventory and collaboration between departments seems too daunting. (See recent blog: Who Owns the Web Site.)   Therefore, e-mail marketing is still very attractive to large organizations - especially if their client list is vast and diverse. It is a quick way to stay connected while measuring feedback and interaction within the campaign that will quantify and qualify strategy for the site revamp. 

Where to start:

Designing the template(s) is critical to the success of your campaign. Determine a specific content purpose offering subscribers/recipients value. This is also a good time to roll-out a new product, company annoucement or elevate new hires.

Next, determine the various audiences and segment content and interaction appropriately. C-level may want case study metrics while product end-users may want to see tools and testimonials.

Lasty, design for the various audiences. This may include segmenting the subscriber list to maximize ROI of the various campaigns.  If necessary, you can tweak the e-mail template(s) moving forward based on interaction.

This create-it-once/use-many-ways approach offers a unique way in which to stay in front of clients before a critical web site revamp.

Suggested e-mail programs worth reviewing:

ExactTarget (provides both web-based and self-service, rich media)

Campaign Monitor (great for organizations that want to pay as they go, includes great newsletter templates)

Arial Software (enterprise level solutions, large bulk etc.)

Great Resource:

E-mail Newsletter Best Practices by Larry Chase

Best Permission-granted E-mail Lists:

Hoovers

EmailLabs