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for an email address on every form that customers ll out. Some companies have contests for their customers, with email addresses required for entry.
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When you get customer email addresses, you should be sure that the customers have given you permission to use them for communications. There are two methods for ensuring permission: Opt In requires customers to check a box saying that they want to hear from you. The result of using Opt In is often a 5 or 6 percent customer email acquisition rate. Opt Out requires customers to check a box saying that they do not want to hear from you. The result of using Opt Out is usually an 80 to 90 percent customer email name acquisition rate. In both cases, customer privacy is protected. Customers can easily show their unwillingness to hear from you. Don t use Opt In. You will never get enough customer email addresses to create a viable email marketing program. Of course, you must make it easy for customers to discontinue further emails at any time by providing a one click option on every single email you send to them: To discontinue receiving any further promotional emails from our company, Click Here. Should you get permission to sell the customer s email name to others Of course you could. But do you want to Many established businesses nd that the revenue gained from renting customer names is small compared to the negative perception of the company being in the name rental business rather being a customer-friendly supplier. You will have to decide what image you want to project to your customers. Let s assume that one way or another you have gotten email names and permission to use them for 100,000 of your existing customers. How do you go about developing a promotion test
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For direct mail, you would probably test two different packages, sending them out simultaneously to 50,000 people each to see what the response will be. You might even segment your le into 10 different segments of 10,000 each, with slightly different copy, offers, and packages. After 6 weeks you would know which segment did the best job and had the highest return on investment. That is not at all the way email campaigns are run. In the rst place, you seldom, if ever, should send to your whole 100,000 at once. The best plan is to divide your le into 20 different segments of 5000 each. Then spend some time crafting the right appearance for your emails on the customers screens. Figure 6-8 shows some samples of senders and subjects. Which of these grab you How many of them would you delete without reading them I would say most of them. Only two caught my eye: VAR Business and AOL. I subscribe to VAR Business and I am a paying member of AOL, so I might open these two. In fact, I have no interest in sending emails in ve languages or in news about Computer Associates, so I would delete those two also. Figure 6-9 shows another group. There s not much that looks interesting in this group either, except possibly the message from Cyber9014 about processing online transactions. That might be a legitimate offer. Figure 6-8 Email Sample 1
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Figure 6-9
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Lauren Arden sounds like someone s name. It could be a legitimate email that would be of interest. I decided to open that one. It was interesting. It began: As a full Web-service provider, we are helping vendors sell their products directly to consumers. Therefore, prices for some of the products are the lowest available. All 500,000+ discounted items can be found by visiting www.ec-OurCity.com. Let s try another group (see Figure 6-10). What stands out here is the Account Specialists with a subject Email Centre. Why the English (rather than American) spelling of Centre It caught my eye. The email said: The @aol.com part of your email address is owned by someone else and is known as a Domain name. You will have datamktins@aol.com as long as you subscribe and pay each month. You never really own your email address, someone else does. You just rent it. It went on to offer the rm s services to help me own my own email name.
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