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Putcustomertrustatthetopoftheagenda Datarisks:’Netusersshouldbewarned
TimDelahay,CEOof Anoftenunder-usedmethod RosemarySmith, seemtomindthatthosewho
communicationsspecialist, ofcommunicationisessential directorofOpt-4 don’twishtosignupmaybe
DSTiOutput,saysbusinesses mail–billsand statements. andRSADirect, leftoutinthecold.
needtomakethe Whendeployedeffectivelythey looksatthefine TheRandStudy(seethis
mostofcustomer cancommunicatekeymarketing linebetweenthe month’s‘OntheCase’,page
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ommunications. messages,up-sell,cross-selland needforprivacyandconcerns 42)askshowstrongthelink
Itiscrucialthat helpstimulatecustomerloyalty. a
marketerslookto Thiscombinationof
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boutdataprotection. betweendataprotection
Evenasaconfirmedprivacy regulationsandprivacy
maximiseexistingcustomer transactionalstatementsand ‘twit’(DatelineAmerica,DMI protectionshouldbe:Butthe
communicationchannelsto promotionalmessages, May)IcanunderstandDoug examplesSacksusestojustify
delivertherightresults. TransPromo,canhelpmarketers Sacks’frustrationwitha hischargeofprivacyparanoia
Retainingthetrustofthe speakdirectlytocustomers. (mostlyEuropean) showhowharditistomake
customershouldbeparamount Maximisingbudgetsandtargeted pre-occupationwithprivacy. thisdistinction.
andagenuineunderstandingof customercommunicationwill Thereisdefinitelyadividing Thefactthatover-sexed
acustomer’sidentityisnowa reapthebenefitsoflonglasting, linebetweentheneedfor teenagerscanexchange
vitalingredientforeffective increasedrevenueandwill privacy–abasichuman intimateimagesviatheInternet
customercommunications. ultimatelyretaincustomers.
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right–andconcernsabout doesnotmeantheyshould.
Setfairguidelinesforbehaviouraladvertising
dataprotection. Theymaynotcareabouttheir
Sackscitesthewillingness privacy–alongwithmillionsof
CampbellCowie,directorof subscribers.Aswehaveno
ofindividualstotradetheir Facebookusers–butthey
policydevelopment,Ofcom, legalremitonprivacymatters,
personalinformationfor should,atleast,bewarned
saystheregulatordidnot thiswasnotanissuewhichBT
convenience(therebystoking aboutthepotentialdownside.
s
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upportrecentPhormtrials. wouldhavebeenexpectedto
thedatabasefiresofamillion Thekey,surely,is
Yourarticle,UK'hasfailed havediscussedwithuspriorto
directmarketers)butdoesn’t transparencyandchoice.
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Netusers',(DMIMay2009) thetrial.Webelievethat
misrepresentsOfcom’sposition behaviouraladvertisingisan
Loyalty:Tescosetsindustrystandard
onbehaviouraladvertising. innovativeandpotentially
StuartEvans,generalmanager anemphasisonunderstanding
Ofcomdidnot,anddoesnot, importantnewsourceofrevenue
ofICLP,saysretailersshould preferencestostimulatedesired
supporttheBT/Phormtrials forISPs,butthatitshouldbe
takeTesco’srecentdecisionto customerbehavioursanddrive
thattookplaceallegedly implementedwithinasensible
reinvigorateitsClubcardloyalty businessperformance.
withouttheconsentofBT’s regulatoryframework.
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s
Emailisonlycost-effectiveifitgetsread
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chemeasagoodexample. Timesaretoughnowand
Itcomesasnosurpriseto retailersarefeelingthepinch.
hearofTesco’sdecisionto Maintainingaclearfocuson
RichardGibson,channel bestpracticetoensureemails createanext-generationloyalty customersiskeytosurviving
relationshipmanager,Return aredeliveredsuccessfullyto schemetohead therecessionandretailers
Path,suggestswaysofhitting subscribers’inboxesandread. offitsrivals.Its shouldbeputtingalleffortsinto
t
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hein-box. Happily,thisisn’tdifficulttodo. currentscheme, retainingaloyalcustomerbase
Ourlatestresearch Sendingawelcome Clubcard,isthe toprotectandgrowexisting
worryinglyshowsthattwoin messagewithin24hoursof UK’sbiggestand revenuestreams.Thoseretailers
fivefirmsintheUKarefailing subscriptionensuressubscribers hasundoubtedlyhadamassive whoalreadyhaveafocusedand
tocontact won’tforgetthey’vesubscribed influenceonTesco’sabilityto well-managedloyaltyscheme
subscriberswho andthuswon’tmarktheemail retaincustomersandachieve15 willunquestionablybeina
havesignedupto asspam.It’salsobestpractice yearsofunrivalledsuccess. strongerpositiontobetter
theiremail toshowyourappreciationwith Tesco’splantoexpandits understandcustomers.Theywill
marketing aspecialofferinyourwelcome digitalchannelsandexploitnew haveapowerfulassettohelp
programmes–theresultof message.Whencollecting technologieswillallowthe buildimportantlong-termand
eitherremarkablecomplacency personaldata,marketersshould supermarkettointeractwithits profitablecustomerrelationships
oranalarminglevelofemail usethisinformationtodeliver customersinnewwaysand nowandinthefuture.
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deliverabilityfailures. targetedmessagestoparticular deliveranenhancedexperience.
Intherealworld,customers demographics.Personalising Asconsumersbecome SendyourDMopinions:
whoareignoredbystaffonthe emailsenhancesthesender’s moremultichannel,and
shopfloorwillloseinterestor reputationwiththereceiver, communicationsmoretailoredto
Nomorethan150words
goelsewhere.It’snodifferent ensuringsubsequentmessages
please,to:
howanindividualwantsto
online.Marketersmustfollow areopenedandactedupon.
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interact,allretailersmustplace
sally@dmi-news.com
12 June2009
www.dmi-news.com
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