polo ralph lauren (weekend only thru columbus day)
adv: encourage exposure + limit liability to only a cetain time. allow you to study purchasing habits.
getting people to search, creates brand awareness + recognition.
Customer Acquisition
->CRITICAL EMAIL PRINCIPLE
relevance- interactivity between customers and vendors create relationship. companies need to know customers characteristics, so they can target and understand them better.
Respect-(customers) what they want and when, agreement to sell their names and blast emails
receipt control- more likely to read emails sent which would result to a better quality list…emails are sent to the right people who value the site that responds. those who dont respond gets taken off the list or maybe given a second try.
Usually people dont read the fine print because they dont find relevance withint the email unless you create relevance in what they are expose too.
Companies can find out different customers buying habits and use them to target a specific group at times. they also use forms or A/B test to see customers reactions and put them into different groups to target segments. (A/B test is when companies have 2 groups to test and see their response over time). The best strategy to use is to know what customers whan liek and give best offeres to them at the right time and according to their preferences.
advs: email marketing
-develops quickly, content is flexible, rich media and video, distribution is controllable, can be tested for effectiveness, measureable and inexpensive.
->getting good opt-in list on issue.
best getting a good list is throught internally.
->start ups->value propositions->target segmetns->demographis-> income->then ur able to find where these targets are at.
level of permission
-> opt-out (dont send me anythign anymore: where you UNCHECK THE BOX)
-> Opt- in (checkingthe box like subscribing for more exposure)
->double Opt in (ex: are you sure you want to….)
->confirm Opt in
email process-
1) value proposition- what makes a company unique, what th4ey have to offer and sell and who their target market is. then it goes to demographics and age (secondary info). then search list-> information product (critical info)->
2) dervied email insight-
3)suggest product
4) evaluate
other techniques-
-events, publicity, affiliates, Portal relationship and viral