Critical Email Principles are Relevance, Respect, and Recipient Control.
- Relevance – target email, create relationship, know what customers want
- Respect – terms and conditions before acceptance
- Recipient Control – leads to a better list because customer is more likely to read email
There are many advantages to email marketing. It develops quickly, the content is flexable, distribution is controlled by the marketer, it can be tested and revised for effectiveness, it’s measureable and inexpensive. Getting good opt-in lists is an issue.
There are levels of permission marketing.
- Opt Out – feature that lets customers pick to never receive email again from this company.
- Opt In – customers can check what they want and don’t want to receive
- Double Opt In – sending an email making sure the customer wants these blast emails
- Confirmed Opt In – confirmation email
A customer’s time is value to keep them.
Testing vs. Market Research
Testing tests if your markting strategy is going to work. Market Research sees why people do what they do through surveys and focus groups.