Opt-In Email Lists/Permission Marketing

OPT-IN EMAIL LISTS

Opt in Email lists contain individuals who have volunteered predictive buying behavior. You can deliver your messages to people and businesses who have already said "yes". You have the power to deliver your highly important message "instantly" to your prospect!

A typical opt-in email message invites the individual or company to your website to take advantage of a unique or compelling offer. This offer could be for membership, information, a free trial or discounts on merchandise.

Here are 6 easy steps:

1. Select an Audience
2. Create a Message
3. Deliver the Message
4. Track Success
5. Analyze Results
6. Respond Automatically

WHAT IS PERMISSION MARKETING?

Permission Marketing on the Web is simply the best way to build relationships with your site visitors and turn them into your customers.

To practice Permission Marketing on the Web, you would typically start by making an offer. You could do this through your web site, via banner ads, or through email to qualified third-party opt-in lists. The prospect would then respond to your offer and give formal consent to receive that information or incentive from you. (Incentives, such as a free trial issue of a magazine, are popular among industries where sampling is the best way to get your target audience to experience your product or service.) You should also provide an option for the client or prospect to receive future offers that meet their needs.

Effective Permission Marketing utilizes opt-in email as the channel for reaching a target audience. Opt-in email is not spam. Spam is unsolicited email, whereas opt-in email is requested by a subscriber based on a value proposition to fulfill a specific need or desire. That value proposition could be delivered in the form of a marketing announcement, an online sweepstake contest, or an electronic newsletter. To understand what form of communication will work best for your audience, it's critical to understand the different motivations behind why people give their permission to receive information via opt-in email:

- Subscribers to announcements for specific categories of interest have a strong desire
to learn about that topic because of their hobby, passion, or lifestyle.

- Those who participate in online contests are generally willing to exchange a certain level
of personal information for the chance to win a prize of perceived personal value.

- Regularly published electronic newsletters that provide free value added benefits are
highly desirable for those who want to be informed, educated or entertained.

WHY IS PERMISSION MARKETING CRITICAL FOR ONLINE SUCCESS?

This provides an opportunity for a Permission Marketer to offer valuable information using a "push" methodology. Email is still the only truly effective push technology that marketers have to reach their target audience on the Web. This opportunity is dramatically illustrated in the results of a PriceWaterhouseCoopers survey in which over 83% of respondents indicated that email is their primary reason for using the Internet.

Two consistent criteria for what motivates people to buy on the Web are brand awareness and discount pricing. Unless you're already a household name or you can consistently provide the lowest prices on your market niche, you are going to have to create a unique value proposition to engage your target audience in a meaningful dialogue.

A single opt-in email campaign, designed around the needs of your target audience, will help you achieve measurable and profitable results. Basically, Permission Marketers want the same thing their clients want: honest and well-designed marketing offers targeted only toward those who will appreciate and respond to them. Discounted rates are avalable to re-blast your message.

1-800-DUNHILL (386-4455)

DATACARDS

Dunhill's Opt-in Email Datacards are available to view online. If you can't find the list you're looking for, please fillout our request form and we will send you the information you need.

EMAIL TIPS AND GUIDELINES

Tips on writing your email message.

For guidelines on best practices for creating HTML and TEXT based emails. (pdf document)

Elements of a Successful Email Campaign (pdf document)

For more information, please call us at 1-800-DUNHILL (386-4455) or fill out the ASK DUNHILL form.