Responsible
e-mail marketing
SF Bay Area Web Site Management & Marketing
Meetup, 25 July 2007
Quinn Interactive, Inc.
1
Responsible
e-mail marketing
SF Bay Area Web Site Management & Marketing
Meetup, 25 July 2007
Fred Condo
2
Overview
» What is e-mail marketing?
» Who can be a recipient, or what is responsible e-mail
marketing?
» What to measure
» Integration with other systems
» 4 options
3
What is e-mail marketing?
» E-Mail marketing is a form of direct marketing which uses
electronic mail as a means of communicating commercial or
fundraising messages to an audience.
Source: Wikipedia
4
What is e-mail marketing?
» Sending e-mail to enhance the relationship of a merchant with
current or old customers and to encourage customer loyalty
and repeat business.
» Sending e-mail to get new customers or generate repeat
business.
» Adding advertisements to e-mail sent by other companies to
their customers (like Google mail)
» E-mail sent on the Internet (and not some other e-mail system)
Source: Wikipedia
5
Who can be a recipient?
» Permission-based e-mail marketing is responsible e-mail
marketing
- People who have specifically signed up through your
website
- People who completed offline forms and indicated they
wanted to receive e-mail
- People who gave you their business card and asked to
receive e-mail
- People who purchased something from you in the last 2
years
Source: CampaignMonitor
6
Who can’t be a recipient?
» Anybody that is not covered by the previous slide! Here are
some examples:
- Lists or e-mail addresses received from a third party—
Includes any list you bought or rented, got from a partner or
membership organization. No matter the claims of the
source of this list, you cannot send e-mail to them.
- Addresses you collected or “copy & pasted” from the
Internet—Even if they look like ideal customers for you, you
mustn’t e-mail someone just because you found their
address.
- Addresses you haven’t e-mailed in the last 2 years—
Permission doesn’t age well. Even if you got their permissio