Ict in Marketing a study of The Use of Internet and Mobile Phones in Five Selected Companies in Dublin

CheetahMail.
According to
 
the article in
PrecisionMarketing,
(2006),
The Irish 
Internet Association (IIA)
has appointed Experian owned email marketing and Web 
analytics company CheetahMail to bolster online communication with members. The 
IIA's inhouse team will use CheetahMail's targeting and segmentation features to 
create highly personalised email campaigns - based on member demographics, 
preferences and online behaviour. Extensive campaign testing is to take place, 
allowing creative work to be refined for maximum impact. Fergal O'Byrne, chief 
executive of the IIA, comments: "CheetahMail will help us to champion a best-
practice approach to email marketing."
Generally, email is now more popular and widely used than direct mail. According to 
a research by Precision Marketing in partnership with CCB (Coad, Cole and Burey), 
2005 – email has overtaken direct mail as consumers' preferred method of marketing 
communication. An article by Travel Trade Gazette, 2006, says, email can help win 
over youth market. Branwell Johnson, in the article, pointed out that, youthful 
consumers prefer to receive their marketing by email – but it is vital as a brand to win 
their trust before filling up their inboxes.
The above buttresses the point of how seriously various organizations are taking
steps to utilize the internet and its emailing capabilities to its maximum and most 
importantly, to do it right.
2.3.1 EMAIL MARKETING TIPS BY CAROL ELLISON
The day of the pitch has passed. Best practices in email marketing demand 
communications that go beyond advertising, respect the customer, and speak in a 
familiar one-on-one style. “Email is the most personal advertising medium in history”, 
says
Seth Godin
, whose book
Permission Marketing
set the rules that transformed 
email marketing into what it is today. “If your email isn’t personal, it’s broken.” In 
response to the impersonal abuses of spam, email marketing became personal by 
necessity following the 2003 adoption of the CAN-SPAM Act of then U.S president, 
George W. Bush. 
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The act essentially defined spam as marketing messages sent without permission 
and set penalties not only for spammers, but also for companies whose products 
were advertised in the spam. Smart marketers, recognizing that people’s aversion to 
spam destroyed the customer loyalty they worked so hard to build, had already 
begun to address the problem with best practices that focused on permission. Today, 
what’s best is often defined by the size of your company and the industry you’re in. 
But a few core practices hold for everyone.
Carol Ellison, a freelance writer in a Customer Relationship Management (CRM) 
magazine, 2006, gave eight simple email marketing tips, which if followed can prove 
to be very helpful in any email marketing campaign. The 8 tips are quoted directly 
below: