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Permission-based e-marketing is one of the best ways to communicate with your customers. As long as you have something worthwhile to tell them and, more importantly, they have asked to receive it.

"Tesco is blitzing the nation with 16-20 million e-mails per month" -  source BBC but are they getting it right?

One of the key aspects of direct-marketing using e-mail, in our opinion, is not to annoy the person who is being sent the e-mail.

There are four easy ways of doing this:

1. Make sure the person asked for the e-mail in the first place (opted-in). Many companies ask you to opt-out (tick here if you do not want to receive any further messages).
2. Make it very easy for the person to opt-out. (click here to un-subscribe). Tesco failed miserably here making me log into an account that is so old I couldn’t remember any of the details (it’s only recently that they have been emailing me), find the section where I have to ‘opt-out’ on a web site that kept crashing. (maybe I was just unlucky).
3. Send your e-mails on a regular (but not too regular) basis. They may want to hear from you but not every day.
4. Make the information relevant. You have the power to categorise your customers and the beautiful thing about e-mail is that it can be personal. You could send each of your customers one of a number of e-mails each month that are more relevant to THEM.

Our conclusion is that e-mail marketing is can be very powerful and caution, and a long-term strategy, need to be applied before actually starting to use this tool. It is a long-term form of marketing. If you need proof of what we are saying imagine this: Sending 1000 direct message for less than £50 that show you who opened your e-mail, how many times, and if they clicked on any links. Not only that, but people can add and change their details at any time. How much time and money could this save you?

We have a lot of experience at implementing these self-managing systems. Click here to get more details or to see a demonstration.