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 Email
marketing
Respond to enquiries & build relationships
automatically
After years of abuse, BULK unsolicited email
marketing is now potentially counter-productive and soon to be illegal
in the UK.
Overprotective firewalls already struggle to
cope with the amount of unwanted email in circulation, so why pay
for off-the-shelf mailing lists? Ethical,
permission-based marketing is the way forward.
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Direct Marketing is the best way to seek
email permission from existing contacts. The request could
be made as part of a non-related promotion or other client
communication.
To encourage new contacts and Web visitors
to volunteer permission you have to offer an incentive. Opt-in
email check boxes attached to existing enquiry forms work
well provided the recipient doesn't feel tricked. Permission
is obtained as part of the order, booking, reservation, application,
download, question or registration process.
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Considering the amount of junk mail in
circulation, the first challenge is to become accepted by
your recipient's firewall and spam filter.
To get your 'sent from' email address
past their security, your opening message really needs to
BE EXPECTED. A random email request could get you permanently
blacklisted without a second glance.
The best opening message is personalised
and sent immediately following an online transaction or enquiry.
For 24 hour online business you need to be using auto-responders.
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Auto-responders are email robots programmed
to respond to online enquiries. They compile and deliver messages
immediately, normally while the user is still online. The
customised replies can include names, preferences and any
other information supplied by visitors through your Web form.
For example, an auto-responder could generate
and send the following reply..
Subject: Holiday Letting in the Brunswick area
Dear Mr Smith,
For up-to-date listing and current availability
please check on our local property pages.
www.propertysite.com/brunswick
Best Regards,
Property Management Team
Auto-responders allow you to build a rapport with customers
without having to write personal messages to each and every
one. Electronic Customer Relationship Management (eCRM) is
largely based on responder technology.
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Every time you successfully deliver a message, a copy of your Website
brand, tagline, images, contact details and links are all stored
in the recipients inbox for future reference. Email marketing works
best when you keep it selective
The next step?
To display targeted Website content & encourage
repeat visits without great expense try improving your marketing
cookies & scripts
Refresh
Marketing design bespoke Website enquiry forms
to collect and store email contacts. We customise your standard
replies using information supplied by your visitor, then deliver
messages automatically on graphical
email stationery.
Refresh Marketing use auto-responders to ecommerce
enable your Website.
To discuss email marketing please book
a call
 "The
team produced a brilliantly creative e-mail marketing campaign that
provided a platform for us to launch our new brand identity."
Fiona Sheperd,
Sixt Kenning UK
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British
Propose Opt-In
Email Regulations
"Officials
in the UK have laid out plans that would severely limit
unsolicited electronic communications, part of an effort
to fight spam and unwanted SMS marketing."
ClickZ
News
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Ethical Marketing..
"Eliot completely transformed
the strategic approach of the company toward permission
based Internet Marketing.."
Andrew
Stout
Dolphin
E-marketing
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