Transcript Guide To E-mail Marketing

Small Business Resource
Power Point Series
Guide To Permission
Marketing for Companies
Located in the UK
Permission Marketing
EU legislation decrees that where there is no
existing relationship (between a consumer and
business), consumers must give prior consent to
receive unsolicited e-mails.
This means that customers must choose to opt-in
to your mailing list.
Cost Benefits
At first glance opted-in data does look more
expensive than traditional direct mail since the
cost per name is higher.
However, since customers have shown interest in
your product the response rate can be much
greater.
Targeting
The more e-mail campaigns are targeted the
better they work. As you learn more about your
customers – their buying habits for instance –
the more focused your targeting will become.
You will also avoid alienating your customers by
avoiding sending them loads of unwanted email.
Buying Lists?
The Romans said caveat emptor – buyer
beware, and it’s a good idea to bear this
cautionary phrase in mind when buying data.
Some points to consider when buying lists
follow.
Is the Data Current
Has the list been compiled according to the D.P.A.
Were incentives used to obtain the information?
Some people are much more interested in entering
competitions than receiving product information.
How old is the data, and where did it come
from, how often has it been used ?
The Spam Issue
Unsolicited commercial e-mail (Spam) never
performs as well as permission based mail.
Businesses that use spam risk alienating their
customers. There is also the danger of being
labelled a spammer by ISPs and having your
messages deleted before they get anywhere near
your potential customers!
A Word About the D.P.A.
If you keep information about individuals, you
must conform to the Data Protection Act. The Act
may be found at
http://www.dataprotection.gov.uk/
However, here are the seven main points to be
aware of.
Quick Guide to D.P.A.
 Only necessary data should be held
 Data should be accurate and up to date
 Individuals should know about the data held
on them
 Data should be shown to third parties only
with the individual’s permission or with
justification
Quick Guide to D.P.A.
 Data must be available for the individual’s
inspection
 The individual may request amendment or
destruction of the data
 The reasons for holding the data should be
explained to the individual
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