Total E-Mail Marketing
This clever text explains how to plan and execute e-mail campaigns which integrate with other online and offline communications, and is intended for customer acquisition and retention.
TABLE OF CONTENTS Total E-Mail Marketing
Building A House E-Mail List
Maximising opportunities for capturing e-mail addresses from your current customers is key. A good starting point is your current figure for the proportion of current customers for which you have e-mail addresses. You can then set targets for this metric and devise techniques to increase this figure. When devising these techniques do not only think quantity, also think quality. What procedures can you use to maximise the number of valid e-mail addresses? E-mail addresses that have just one character wrong are no good to anyone since you cannot usually identify the miscreant character. A further aspect of quality is opt-in. As we describe the techniques below, also think about which are truly opt-in (see Chapter 2). Just because you have obtained an e-mail address from the customer does not necessarily mean that it is opt-in. It is only opt-in if the customer has proactively agreed, and expects to receive e-mail communications.
This section describes a range of offline and online techniques to increase e-mail address capture and to make sure that the accuracy is as high as possible.
When improving your coverage of E-mail addresses, think quality as well as quantity. Devise techniques to increase the accuracy of e-mail addresses collected.
Offline collection of e-mail addresses
Offline collection techniques of your e-mail addresses vary a lot according to the type of business. However, the constant is that you should use all touchpoints as an opportunity to collect e-mail addresses. For a grocery...
Copyright Marketing Insights Ltd. 2003 under license agreement with Books24x7
