Permission to receive marketing e-mails from companies is a perishable commodity and should be renewed as often as possible, says Jacques van Niekerk, CEO of Acceleration Media.
Van Niekerk says that just because a consumer has once given permission to receive marketing information, usually in the form of an e-mail, this permission is not always open-ended.
"Companies often compile databases of who their customers are, but these are often lists of e-mail addresses. If they do not stay in regular contact with the people on the list or mine the database regularly, it is not up to date or useful," Van Niekerk says.
As marketing via corporate Web sites, e-mail and other online media becomes increasingly important in the marketing mix, so it becomes essential that an organisation communicates accurately and frequently with its customers and sales prospects.
"The best way to make sure customers still want to be on your mailing list database is to get them to tell you - twice. This is called the double opt-in method. They have to check a box on the Web site saying they are happy to receive marketing material via e-mail. Then they have to confirm that choice. It`s unlikely that anyone would go through that process without really wanting to hear from that particular organisation."
Creating an accurate database is one thing, maintaining it is another - but it is equally important. "Using electronic tools, a lot of intelligence can be built into databases. Feedback from customers is important and should be built into their preferences around e-mail communications. For instance, find out whether they want to be e-mailed monthly or weekly. Then communicate with them that way."
A key differentiator between database-driven communications deployed through e-mail and other channels, such as post, is that e-mail allows for greater customisation and automation. Automating e-mail communications can be highly effective and can be scheduled in many ways, either on an event, time or activity-based variable.
"E-mail marketing is a tremendously important and effective tool in the right hands but it has to be done well and to the right audience," says Van Niekerk.
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