Small Business Resource Power Point Series Guide To Permission Marketing for Companies Located in the UK
Permission Marketing EU legislation decrees that where there is no existing relationship (between a consumer and business), consumers must give prior consent to receive unsolicited e-mails. This means that customers must choose to opt-in to your mailing list.
Cost Benefits At first glance opted-in data does look more expensive than traditional direct mail since the cost per name is higher. However, since customers have shown interest in your product the response rate can be much greater.
Targeting The more e-mail campaigns are targeted the better they work. As you learn more about your customers – their buying habits for instance – the more focused your targeting will become. You will also avoid alienating your customers by avoiding sending them loads of unwanted e-mail.
Buying Lists? The Romans said caveat emptor – buyer beware, and it’s a good idea to bear this cautionary phrase in mind when buying data. Some points to consider when buying lists follow.
Is the Data Current Has the list been compiled according to the D.P.A. Were incentives used to obtain the information? Some people are much more interested in entering competitions than receiving product information. How old is the data, and where did it come from, how often has it been used ?
The Spam Issue Unsolicited commercial e-mail (Spam) never performs as well as permission based mail. Businesses that use spam risk alienating their customers. There is also the danger of being labelled a spammer by ISPs and having your messages deleted before they get anywhere near your potential customers!
A Word About the D.P.A. If you keep information about individuals, you must conform to the Data Protection Act. The Act may be found at http://www.dataprotection.gov.uk/ However, here are the seven main points to be aware of.
Quick Guide to D.P.A. Only necessary data should be held Data should be accurate and up to date Individuals should know about the data held on them Data should be shown to third parties only with the individual’s permission or with justification
Quick Guide to D.P.A. Data must be available for the individual’s inspection The individual may request amendment or destruction of the data The reasons for holding the data should be explained to the individual
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