December 2, 2005, Newsletter Issue #101: The Rules have Changed for email Newsletters

Tip of the Week

This week we will discuss the first two key problems.

1. Subscriber database
2. Opt-in methods

Subscriber Email database

Subscriber Management
Find a service that automatically manages the subscribes and unsubscribes for your list and allows additional data elements for segmentation

Database Hygiene
Delivery issues and attrition can erode your best database of customers. The industry estimate for revenue generated from a 100,000 person database will decline an estimated 55 percent in a six-month period due to normal attrition and undeliverable email messages unless they are replace - a minimum of 10 percent of the list size is a good goal each month.

List Management
Use a service with features to perform segmentation and personalization, stay compliant with CAN-SPAM legislation, and help your group by streamlining the process.


Integration Options
Use a service that with minimal setup on your website, you can automatically enter subscriber to your database.
You should be able to send fully tracked and personalized emails.


Opt-in methods
Ensure that every time a customer is touched your group enables and supports your opt-in methodology / strategy. Some believe that as a percentage of the total marketing database, the average population of e-mail addresses ranges from 5 to 35 percent. The opt-in process should extend into additional data collection (name, company role, interests) and ends with a confirmation email message.

Some believe some don`t that a double opt-in (send a confirming email to the subscribe action) process is the best - decide for your subscriber group.

The customer relationship begins at this point. The confirmation email begins the relationship`s effectiveness by establishing, and starting to deliver on, your implied email promise. The email promise is the information you send readers, why you`ll send it, and how frequently you`ll send it.

Next week look for tips on:
Implied email promise
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