Relevance, Respect and Recipient control
Advs.
- email marketing can be developed quickly
- content is flexible
- Distribution is controllable
- can be tested and revised for effectiveness
- measurable
- cheap
Opt- out /opt-in
- permission before they send advertisements to prospective customers.
- used by some internet marketers, email marketers, and telephone marketers.
- people first “opt-in”, rather than allowing people to “opt-out” only after the advertisements have been sent.
- Opt in e-mail -the option to receive “bulk” e-mail, that is, e-mail that is sent to many people at the same time.
- mailing list, newsletter, or advertising. Obtaining permission before sending e-mail is critical because without it, the e-mail is known as spam
- clicking a special web link or sending back a reply e-mail. This ensures that no person can subscribe someone else out of malice or error.
process
- gather consumer info( contact info. offer, privacy preference, purchase behavior and history)
- derive customer insight(customer needs, wants , feedback )
- suggest proactive action( ensure privacy protection, customized email marketing campaign, base on the customer insights)
- Evaluate responses (click through and open rates)