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Opt‑in email

Opt-in email is vital in communicating the retention offers either through regular email 

communications such as a newsletter or  higher-  impact irregular email communications 

such as details of a product launch. Remember that email has the power of traditional push 

communication. It enables a targeted message to be pushed out to a customer to inform and 

remind and they are certain to view it within their email inbox; even if it is only deleted, it 

cannot be ignored.

Despite its potential, use of email for marketing has negative connotations due to 

spam

 

and privacy concerns (as discussed in Chapter 3), so it’s essential that email marketing is 

 permission-  based.

Once an email address has been collected, managers must plan the frequency of email 

communications. Options include:

● 

Regular newsletter type. For example, once a day, once a week, once a month. It is best if 

customers are given choice about the frequency.

● 

 Event-  related. These tend to be less regular and are sent out perhaps every three or six 

months when there is news of a new product launch or an exceptional offer.

● 

Email sequence. Software can be purchased to send out a series of emails. For example, 

after subscription to a trial version of an online magazine, emails will be sent out at 3, 10, 

25 and 28 days to encourage a subscription before the trial lapses.