Email Marketing Insight
Take a staged view of data gathering: 'Watch, don't ask'.
AN INTEGRATED E-MAIL MARKETING APPROACH TO CRM
Bringing together all the concepts covered in this chapter, I now present an overall process model for online relationship building (Figure 2.9) which shows how the web site, e-mail marketing, direct mail and other forms of marketing communications can fit together.
Stage 1 in building the relationship is visitor acquisition through traditional or new media, as detailed in Chapter 4. Once the visitor is on-site it is essential to start a dialogue through permission marketing. This is usually achieved by providing incentives to convert a visitor into a prospect by obtaining their e-mail address, permission to contact and profile information (stage 2). Direct marketing in the form of e-mail (stage 3) and direct mail (stage 4) then follows to encourage repeat visits to the site to interact with the brand, leading to additional purchases as part of customer retention and extension.
Mass customisation
Mass customisation
- Figure 2.8 Options for mass customisation using the web site and e-mail
Offline media ine,-
Online media
Online media ine,-
4 Speak again
Direct mail
Figure 2.9 Summary of an effective process of online relationship building. With permission of Elsevier Science
4 Speak again
Direct mail
Figure 2.9 Summary of an effective process of online relationship building. With permission of Elsevier Science
We will now look at each stage in more detail.
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