It's all about permission-based marketing.
That's right. While all channels can be (and should be) permission-based, e-mail is by far the easiest to optimize this way and generates the best results.
How does this work?
photo © 2010 Keith Ramsey | more info (via: Wylio)
On a basic level, you should only be sending your email blasts to people who've agreed to receive them.
But it goes deeper than that.
If you sell more than one type of product, don't you want to know which of your customers are most interested? If you sell products for babies, why do you want to promote these to people without babies? Why do you want to sell garden supplies to people who don't have gardens? Why do you want to sell windshield wipers to people without cars?
You don't. (No, you really don't.)
This is where permission-based marketing comes in. Here's how it works:
Ask your customers which kinds of messages they want from you - what are they interested in and what do you they want to hear about? You can work with your e-mail vendor on this, or you can use one of several online survey tools to ask them. Then, simply send them what they want.
Why is this good?
- It helps you determine the level of interest for each of your product categories.
- You're of more value to your customers because you're only delivering content of interest.
- You're respecting your customer by letting them hear from you only as often or as rarely as they want.
- When you launch a new product, you'll have a much better idea of how many people will want it.