Re: RE: UKNM: re: uknm: targetted email capaigns.

[Manou Marzban]

Simon wrote:


"I would also argue that buying a list, and using it as a basis for a more permission based email list is an extremely cost effective way of marketing a new site. If an email is deleted straight away, or kept, used, and read must depend on the initial impact of the title".


I am slightly confused...what do you mean by a 'more permission based email list'?  Buying a list of email addresses, you will agree - does not qualify that list as a 'permission' marketing list. Unless the list is from an opt-in database (with data on individuals and their interests) - and includes 'permission' from those on the list to receive direct emails on certain products and services - you would be spamming.  


Does such an opt-in list exist?  I do recall OFTEL asking for bids from data/information management companies to develop such a database - for the UK.  That was last summer and we even had a discussion on it on this forum.  If such a database is yet to be developed - then you must be very careful.  Most email lists currently do not have any facet of 'permission' marketing installed - so how you can use such lists for 'more permission based email' escapes me. 

Using a data capture forms - which many services to - can create a more agreable situation for creating banner ads for audiences with specific interests.  These forms can also be used to develop opt-in lists.  But most firms that initiate such data capture forms for their own use, will not sell them off to third parties to use for direct email campaigns - out of fear of misuse.  In my experience - those offering emai lists for direct mail - care very little about misuse and spam.

  

Finally, your "impact of title" concept is a worrying one too.  If the targeted audience has not opted-in (given permission etc), how is the title going to help?  By using catchy/flashy sales titles (ie "Huge discounts", "Sale of the Century", etc), you are not acting any differently than the junk mail we receive in the post - and once you become bombared with it - you actually abhor getting it.  The danger here is that when an effective opt-in database is available, the audience may have become so abused by hyped direct emails - that they may opt-OUT of any future direct advertising on the Internet.  

-- 

Manou Marzban

BiblioTech

VP Marketing & Public Relations

50 Carnwath Rd. London SW6 3EG

Tel: 0171 384 6956

Fax: 0171 384 6901

email:

manoubibliotech [dot] net

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