Sun Microsystems acquires new customers through a targeted e-zine program.

BUSINESS CHALLENGE

To build market share across a range of key vertical industries by changing its perception from a hardware producer to a provider of complete solutions

TENDO PROGRAM

Sun planned to launch email newsletters for seven industries, with the goal of attracting 50,000 opt-in subscribers in one year. Tendo developed the newsletter program strategy and began producing industry-specific online newsletters or "e-zines" for financial services, healthcare, life sciences, manufacturing, government, retail, and telecommunications. Tendo provided monthly editorial, design, and Web production support for all seven editions.

RESULTS

As Sun measured the performance of its communication programs, the industry email newsletter program stood out as a clear winner. The program created a vital communication link from which to promote Sun products and solutions.

• Easily achieved Sun's first-year goal of 50,000 subscribers
• Experienced 5 percent subscriber growth each month
• Individual issues have achieved open rates in excess of 50 percent