E-Mail the Right Way or Not at All |  |
BNA Newsletter |
Relationship, subscriber or permission-based communication is growing, not
shrinking. Recent legislation associated with the national Do Not Call List
requires telemarketers to respect the same opt-in process that is used in
permission-based e-mail messaging. If there is no "permission," there is
no call.
A portion of the same legislation still pending a decision would require marketers practicing fax-blasting
to have written permission from recipients. What telemarketers are now
required to do, and fax blasters may very well be in the future, is what
results-driven and ethically motivated permission-based e-mail marketers
have been doing all along: Getting permission.
Permission granted, a publisher or marketer may send information that a subscriber
wants or needs. The electronic newsletter proves to be an effective revenue
enhancer when coupled with a fluid and functional company web site, according
to Jana Rieker of Meredith Corporation.
At a recent panel discussion
consisting of representatives from three of the area's largest print magazine
publishers a case was built in favor of Internet and E-Mail marketing. Cliff
Backer, of Vance Publishing, explained that his organization's e-mail programs
offer specific expertise to a very targeted audience. When the audience
is listening and the information is useful, then the relationship is strengthened.
"E-mail newsletters may provide customers with targeted (and often customized)
information they crave...The quantity of unsolicited e-mail will always be
an issue, [however] a useful and appealing message, from a trusted brand,
is sure to attract user attention," according to Tessa Wegert of BAM Strategy
in an article titled, "The Occasional Newsletter." (Oct. 9, Clickz.com)
Recommended Reading: [Article] |
