[SNIP]
I've worked my way right up to the top of the Direct Marketing Association,
and they agree too (that only properly constructed lists work). They even
gave me a copy of "Permission Marketing", which is a handbook on how to do
this.
<http://www.amazon.co.uk/exec/obidos/ASIN/0743221427/qid=1095360554/ref=
sr_8_xs_ap_i1_xgl/202-9668655-4483003>
The problem is that the world is full of marketing people who foolishly
think otherwise.
--
Roland Perry
[/SNIP]
The book is indeed an excellent item.
What the excess of idiots (sorry, the marketers who refuse to accept or
embrace PBM) fail to understand is that "more is not better", so they rent
more and more lists (hmmm, 2.7 million UK consumer email addresses for $270,
yes, a bargain, let's use that one! [anyone else had that spam recently? I
got it in all of my email addresses including one I set up and left dormant
that no-one could actually guess]) without regard to the consequences.
What are the consequences?
* ASA Judgement against them
* ICO investigation leading to potential enforcement notice prohibiting them
from using any of their data
* Adverse PR
* SPAM Blocklists (anyone ever got OFF a SPEWS Blocklist?)
* Awful market reputation
* Loss of job
PBM is easy. No. PBM is simple. "Easy" is what it isn't. That has to be
true, otherwise I wouldn't derive a revenue stream from those who want to
know how to do it. "All" you have to do is to offer something people want
and value in exchange for their permission to use email to market to them.
And you have to add to that the ability for THEM to have total control. The
thing people trip over is knowing what to "give away".
Tim Trent - Consultant
Direct: +44(0)1344 392644 Mobile:+44(0)7710 126618
email: [log in to unmask]
Marketing Improvement Limited, Abbey House, Grenville Place, Bracknell,
United Kingdom, RG12 1BP
http://www.marketingimprovement.com
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