One-To-One Website and Email Marketing White Paper
One-To-One Website and Email Marketing
Jason OConnor
Copyright 2005
Part 1
Imagine that a woman of a third-world country who
has spent her entire life in a tiny desert village were to walk
the aisles of a major American supermarket today. My guess is she’d
be overwhelmed. The reason is the ridiculous amount of brand choices
we are confronted with every day. Ever look at the abundance of
toothpaste choices, for example? How many different types of tarter
control, whitening, minty flavors and baking soda do we really need?
My head starts to spin if I allow myself a little time to try and
decipher my best oral care strategy. I just want toothpaste, period.
Choices of where to spend our personal and company
money are unbridled today. And advertisers and marketers are all
frantically competing to grab a tiny piece of our attention.
“It is estimated that the average consumer sees
more than one million marketing messages a year – about 3,000
a day.” (Seth Godin – Permission Marketing 1999).
This phenomenon can go by a few different names, all
meaning . . . read more
Part 2
As described in the first part of this two part series,
interruption or mass marketing is fast becoming ineffective and
wasteful. Gone are the days of limited Industrial Revolution brands
that have little competition and offer few choices to the consumer.
Likewise, our global market has opened the doors to seemingly limitless
choices for business products and services. This is the result of
the global Information Revolution we are currently in. Therefore,
it has become necessary to adjust our marketing efforts to best
suit this brave new world. Enter one-to-one marketing. If an organization
employs legitimate one-to-one email marketing, they can successfully
build their in-house email list, allowing them to develop relationships
and on-going communications that will convert more leads into sales.
The first part of this series explored one-one-one
marketing websites, what they are made up of, what they do, how
they do it. We are now going to delve into the realm of proper,
opt-in, permission-based, one-to-one email marketing. I know, that’s
a mouthful, but necessary nonetheless. The reason there are so many
adjectives to describe the type of emailing I’m referring
to is because of the sorry state of affairs we find ourselves in
today, namely spam.
Everyone gets spam in their email inboxes, and it’s
unbelievably annoying. It’s gotten so bad that there has actually
been a federal law passed in an attempt to rein it in. The CAN-SPAM
law became effective in January of 2004 and stands for ‘Controlling
the Assault of Non-Solicited Pornography and Marketing Act’.
Some specifics of it include:
• Prohibits using misleading "from"
or "subject" headers in e-mail messages.
• Requires marketers to identify their physical location by
including their postal address in the text of the e-mail message.
• Requires an opt-out link in each message, which must also
give recipients the option of telling senders to stop all segments
of their marketing campaigns.
Developing an in-house sales leads database is a .
. . read more
Written by Jason OConnor of Oak Web Works
Copyright 2005
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