Tips: E-Mail Marketing

Permission-based e-mail marketing has been called the "killer" application because of its advantages over other forms of marketing. Below are answers to frequently asked questions about permission-based (also called opt-in) e-mail marketing.

Q: What is permission-based e-mail marketing?
A: Permission-based e-mail marketing is using e-mail to send marketing messages to individuals who have given prior approval to send information to their e-mail addresses.

Q: How do you get people to give their permission?
A: People will give their permission if they sense that they will be receiving something of value. This "value" could be delivered in a variety of forms including but not limited to free information, a chance to win something or special offers.

Q: How do you build a database of permission-based e-mail addresses?
A: Evaluate all of your current marketing efforts. Determine how you can leverage these efforts to build a permission-based e-mail database. For instance, if you already have a booth at a tradeshow, look for ways to collect e-mail addresses from those who visit your booth.

Q: What are the advantages of permission-based e-mail marketing?
A: The advantages can include higher response rates and lower customer acquisition costs compared to other forms of direct marketing. E-mail marketing also can make it much easier and faster to test response rates to different marketing messages and offers.

Q: What are the disadvantages of e-mail marketing?
A: As with all marketing tactics, e-mail marketing does have limitations. In some instances, your target audience may be difficult to reach in large numbers using e-mail. Also, e-mail is very easy to delete without reading. This challenges the e-mail marketer to keep the messages fresh, creative and full of value for the recipient.

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