Chapter 7 Customer Acquisition
Advantage of email marketing: 1) Can be develop quickly 2) Content is Flexible 3) Measurable 4) Inexpensive 5) Distribution is controllable
There are four levels in Permission marketing. The marketer must get permission from the customer so they will not be consider to be a spammer.
Opt-out – the user did not refuse to receive further communications. This is usually done by pre-checking the communications request, requiring the user to uncheck it in order to avoid receiving the communication.
Opt-In: user chose to receive more info.
Double opt-in when the marketer sends an email that requires the user to confirm the request before it is activated.
Confirmed opt-in = no reply is required
This is important concept because marketers do not want to be identified with spam in the minds of the consuming public. If the customer does not give their permission they may just see it as spam and delete it. Companies don’t want their emails seen as spam. Many customers don’t like getting unsolicited email.