ONLINE-ADS>> Marketwave/Focalink mailing

melin_at_onlineadvertising.com
Wed, 10 Sep 1997 15:12:41 +0000

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• Next message: Keith Pieper: "ONLINE-ADS>> SPAM Defined"
• Previous message: Dale E. Evans: "Re: ONLINE-ADS>> Welch/Podradchik/Mracek"

There is no question that "spam" e-mail tactics are annoying and tend
to taint the practice of Internet marketing. But
what is described by MarkWelch, Steve Podradchik and John Mracek
appears to be a case of a company not properly managing their
e-mail data base more than anything else.

Recently my firm developed an e-mail use policy for a national
association on communicating with their members and potential members.
The stakes in creating a successful program are high, as the
association has estimated that they can save approximately $200,000
over a three-year period by using e-mail to supplement and replace
segments of traditional communication (printing and postage).

The first step we took was to define specific guidelines and a privacy
policy that outlined the rights of those who voluntarily submitted
their e-mail address to the organization. While this policy is quite
extensive, the highlights are:

--When a user initially submits their e-mail address to the database,
send a responding e-mail informing them what type of communication to
expect via e-mail and provide them detailed information on how to
opt-out of the program.

--If outside sources will be allowed to use the e-mail list, mention
this in the initial disclosure statement. On all outside mailings, have
right of final
approaval and include a message on why the outside
source was allowed to use the list and how the member will benefit.

--At the end of all e-mailings to a list, include a disclosure
statement reminding the reader how they got on the e-mail list and how
to get off.

--Do not overuse the database. Develop a specific and consistent
schedule in which to communicate to the list.

The proper management of an e-mail database can reap marketing gold
for an organization (because it is such inexpensive communication) and
benefit the customer at the same time (with quicker information
management and updates). The trick is developing a program that is
acceptable to both parties.

>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
Mark Melin, President
OnLine Marketing
2439 Braga Drive, Broadview, Il. 60153

**Interactive Marketing To Deliver Results**

http://www.onlineadvertising.com
melin_at_onlineadvertising.com
(708) 681-1129 fax 0161

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