SIMONEBARRATTexplainshowtomaximise
opportunitiesforemailmarketingsuccess.
should/couldinvestinacquiring stores,telephoneorderand
anewaddress. customerservicestaff,direct
Hammering
Differentoptions
Whenfacedwiththedifferent
Onceyouknowthevalueof mail,doordropsand
anemailaddressyouwillbe catalogues,customermagazine
yourexisting
optionsforacquiringnewemail
contacts–listbuying,viral
abletomakeajudgementon orinserts,mobilemessages
databasewill
campaignsorfromyourexisting
howbesttoincentivise andsponsoredlinks.Inshort, customers–thechoice
subscribersandemployees. acrosseverychanneland resultin seemssimple.
Forexample,ifyou customertouchpoint.
calculatethateachemail Ifyouhavealoyalty
alienating
Whywouldyouinvestmoney
ongainingtheaddressesof
addressisworth£15,youcan programme.useevery
giveasubscribera£5rebate touchpoint,everymailing,
customers,
consumersyoudonotknow,
whenitispossibletofirstgather
forhisorheremailaddress. everypointofsalepromotional
drivingdown
theaddressesofcustomerswho
Alternatively,youcanoffer opportunitytogatherthe
employees£5vouchersor customer’semailaddress ROIand
arealreadyloyal?
bonusesforacquiringanew andpermission.
customeremailaddress. Ifyouhaveacatalogue
reducingyour
Whenthenewemailis scheme,thinkofwaystouse
mailable
enteredintothedatabase,a thecatalogueengagement
welcomeemailshouldbesent cycletocapturean
database.
outrightaway,askingthe emailaddress.
subscribertoclickthatshe Usethespacetopromote
reallywantstoreceiveyour messagessuchas‘email-only
emails.Then,quitesimply,if offersavailable’and‘hearfirst
theemailisnewandvalid,you aboutlatestdeals–don’twait
givetherewardtoboth forthecatalogue’.
employeeandsubscriberand Useprintorderformsto
willstillhaveacquiredamail askforthecustomer’semail
worth£5. addressandsendorderand
deliveryconfirmationsto
Oneacquisitionaim thataddress.
Ifyouwantpeopletoregister Finally,whenyoucometo
toreceiveemailsfromyou,you shipapackage,enclosea
mustpromotetheideaviayour leafletpromotingthebenefits
SimoneBarrattismanaging
website,bricksandmortar ofemail.
directorofe-Dialog.
www.dmi-news.com May2009 39
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