The risk of opt-out in e-mail marketing

Article Abstract:

Hard-core spammers are a continuing threat to legitimate direct marketers in that most opt-out techniques can ultimately be used against all forms of e-mail from legitimate businesses. The difference between conventional direct marketers and e-mailers is that it is very easy for intended e-mail recipients to petition their Internet service providers to block e-mail coming from a specific source. Rather than let the entire industry suffer, direct marketers should lend a hand in the fight against spamming.

Direct marketing

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Marketing automation is a DM must

Article Abstract:

Web-based marketing automation is one of the most promising technologies that direct marketers can use to supplement traditional marketing activities. It also offers various advantages including cost savings, speed, reduced effort, the ability to repeat successful marketing campaigns and improved results tracking. Similarly, the emerging technology also provides benefits to prospects whose need for information can be satisfied through self-service electronic fulfillment options.

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Multiple channels, individual customers

Article Abstract:

The establishment of a seamless customer service group is a critical factor in the success of a direct marketing organization. Direct marketers should remember that whatever approach a company uses, be it via catalogs or e-mails, the consumer will not see multiple marketing channels at work. Instead, a company will continue to be judged by how it was able to address a customer's questions and fullfill their needs.

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