Susan Singleton, a seasoned solicitor who specialised in IT, Competition Law (both in
UK and EC), in her book Email: Legal Issues (2004), wrote a report which addresses
the principal issues which arises and the means to ensure enforcement; in particular
by presenting to employees a coherent email and Internet use policy so they know
where they stand in using email technology to a company's benefit and not otherwise
which may raise legal issues.
However, there is much to be gained and this shouldn't
put companies off its
successful use. Once this is in place, a marketing department of a company would be
concious of creating avenues in their marketing and on-line materials where
customers and potential customers can consent to being in their email lists for
communication
in the form of newsletters, promotions, adverts, CRM (customer
relationship marketing/management) e.t.c. Emailing perhaps has become more
important and widely in use for CRM purposes.
Email
marketing is, as the name suggests, the use of email in marketing
communications. In its broadest sense, the term covers every email you ever send to
a customer, potential customer or public venue. In general, though, it's used to refer
to:
•
Sending direct promotional emails to try and acquire new customers or
persuade existing customers to buy again.
•
Sending emails designed to encourage customer loyalty and enhance the
customer relationship.
•
Placing your marketing messages or advertisements in emails sent by other
people. (Email Marketing Reports -
www.email-marketing
reports.com/intro.htm
).
Joel Goldstein,
president
Goldstein Group Communications, Inc. (April 2004), in an
article on email marketing success (
Next marketing
), gave some guidelines. In his
words, “email campaigns have become tremendously
popular with companies
seeking to "mine" their in-house lists for more sales, as well as acquiring new
customers through rented lists.
The reason they're gaining in use? They're affordable, targeted and effective. But
email as a tactic has come under attack recently both within and outside the
marketing profession.
Email marketing, when executed properly—and legally—
continues to generate response rates that rival other business-to-business
techniques, at a cost-effectiveness that will continue to attract marketers for some
time to come”. He went on to give six tips for succesfull email campaigns:
1. Be sure to include multiple offers/response tools in your emails. If it's a newsletter,
include a variety of articles, banners and offers that might appeal to recipients on a
variety of levels.
2. Identify offers that have the most appeal for your audience base. For engineering
and technical audiences, they respond particularly well to offers for white papers,
handbooks and other "how-to" information.
6
3. Include quote buttons or "have a rep call me" so you're able to generate the
highest quality leads. This is particularly important for internal list promotion; since
you already have contact information, the goal of an internal campaign is to identify
those who are ready to buy as well as further build brand preference.
4. Ensure that there is graphic and message consistency between the email and the
company's website and other programs. An email
campaign that matches the
messages, themes and graphics of direct mail, advertising and trade show graphics
acts to reinforce and add leverage to the entire campaign.
5. Ensure Ihat the subject line is not only relevant to the email offer (now a
requirement of the new CAN-SPAM law), but is also powerful enough to encourage
the recipient to open the email. Avoid certain words in the subject line, such as win,
free, sweepstakes, or prize, as email spam filters today routinely search out emails
with those words in the subject line for immediate deletion.
6. Contract with an outside service provider rather than distribute the emails on your
own. Mass distribution of emails in groups larger than 100, even when it's to an
internal sales force or other internal group, can trigger filters at certain Internet
Service Providers that are on the watch for mass spam emailers. These ISPs can put
your entire domain name on a blackball list that rejects ALL email from that domain
address.
Joel, further writes that using these techniques by his agency has generated the
following response rates for:
166 different email campaigns that comprise promotions to both rented and internal
list:
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