Win Your People First

Let us start with one of the oldest adages in sales: The customer is always right. You need to respect the consumers and their sentiments. If they want the email, they will accept it. As marketers, we have to work with moving the consumer to accept the communiqués, to want the communiqués.

Step one is to start internally, if you can convince your own team, then your company, then convert your customers… your prospects will follow.

Make It Happen

Here are 5 of the 50 fundamentals we’ve complied to help you optimize the effectiveness of your program:

1. The Pursuit of Advanced Database Marketing

Look at your email list—Do you know the source of each name?

Your email sign up page is not the only source; all touchpoints should be leveraged and your database should recognize the source. Emerging channels like YouTube and MySpace should be leveraged along with traditional channels like your catalog and store. Names acquired through contests and other viral means should be accounted and coded accordingly.