Word of Mouth Advertising At The Speed
of Email
Home Company Tailored To You Technology
Email Options Alternatives Privacy Policy Contact
Home Company Tailored To You Technology
Email Options Alternatives Privacy Policy Contact
Email - Options
Spam vs. Opt-In vs. Permission-Based E-Mail
In-House vs. Outsourced
The key to differentiating between the various e-mail marketing options
is RESPONSE.Response is better when your message is perceived as "better".
How do you want your image perceived?
| E-mail Options - Approach | Recipient Perception |
| Spam - Buy 2 Million names AND a mailing program for $30 from the back of a comic book. |
Just because I posted a want-ad with my e-mail address some automated spider found it and now I have to get a new address. |
| Spamateur - First try Carbon Copy 50 people at a time |
I don't like the idea of my name appearing in 50 other peoples e-mail, they could add me to their list and send me more junk like this. |
| Spamateur - Second try Use Blind carbon copy and an alias |
This business might as well send me advertising on purple ditto copies… they're not trying to be professional, it's not addressed to me, it's third-rate junk mail. |
| Opt-In Buy 2 million names of people that signed up for a free widget by surrendering their e-mail address and answering a survey. |
If I want to keep getting my free subscription I have to endure this deluge of ads remotely related to something that was the least offensive category I could pick. I've learned not to tell those web surveys the truth."Free" sure has become expensive |
| Permission Based E-mail (first
generation) Collect E-mail addresses of existing patrons, send them Newsletters or value-added offers to build their loyalty and remain top-of-mind. |
I get only what I asked for, I can cancel at any time, Elationship Builders policy tells me my relationship and my personal data will be treated with respect. |
| Permission Based E-mail spawns
a second generation Prospecting without being perceived as junk mail, Word of mouth Advertising, at e-mail speed |
My friend has the same interests, he'll find this valuable too, I'll forward it. My friend recommends it, it's worth a try. |
| E-mail Options - Method | Results |
| Low-budget Do-It-Yourself Use desktop tools |
See Spamateur (above) Unpersonalized, not a favorable brand image. |
| Spamateur - Medium-budget Do-It-Yourself
Use mail-merge features in contact databases |
Seldom acceptable results with HTML and Plain text and AOL recipients. Usually looks OK to some readers, and illegible to others unless you stick with plain text. No statistics on responses |
| In House System Purchase professional emailing system |
$10,000 - $100,000 to start, usually STILL requires licensing per 1000 emails sent. |
| Outsource - Traditional Direct Marketing Fulfillment | Do they specialize in e-mail? Do they also sell lists? Yours? Are you sure? Can you segment/test/measure/adapt? Today? Do you get response statistics? Can you create a targeted follow-up campaign? Are bounces and unsubscribes handled automatically? Are tell-a-friend referrals tracked? |
| Permission Based E-mail (first generation) | Privacy Protected, fully featured, leading edge capabilities, available on the web from home or office, self-serve or full-serve. Build Relationships, get results. |
Home Company Tailored To You Technology Email Options Alternatives Privacy Policy Contact
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