Hello. Welcome to the first issue of Hoover ink Think. We're all about permission-based e-mail in this edition. We'll examine a variety of communications, public relations and advertising topics in the future. Feel free to forward this to others who may have an interest in marketing communications. Let us know what you think of the newsletter, and we'd love your suggestions on topics you'd like to see covered.

All the best,
Harry Hoover
Ink Briefs
Permission-based e-mail encourages consumer action, according to a 2001 DoubleClick consumer survey.

Response to e-mail ads currently is in the 5 - 15% range, higher than direct marketing response rates. Consumers reported that after receiving permission-based e-mail, they have:

-visited websites - 98%
-registered for sweeps - 85%
-forwarded an e-mail - 78%
-played a game - 59%


Recent research indicates that permission-based e-mail has achieved a level of credibility nearly as high as face-to-face communication.

The Internet provides a number of strengths other media just can't match. It allows you to:

  • capture an audience in the act of shopping
  • narrowly select target by site appeal
  • instantly interact or take orders
  • instantly change copy
  • build customer relationships
  • target customers with ads based on customer profiles

nTarget, the application that drives Hoover ink Think, has had some recent upgrades, making it even simpler and more powerful than before. Check it out at www.ntarget.com.
 
  Relationships First

 We increasingly are surrounded by technology, and often it feels we are losing touch with people. Old analog methods of communicating like face-to-face sometimes seem to be so 20th century.

Still, we crave those human connections. And, we can use new technology to make those connections for our organizations and for ourselves.

Permission-based technology tools allow us both to manage those human relationships and also to market.

However, you must first establish and manage a relationship before you can truly be successful at using new technology as a sales tool. You do this with what I call currency - something that is of value to your prospect.

In the digital realm, our currency typically is information. Properly delivered, this currency can help you forge a powerful connection with people. Those appreciative people then give us permission to extend the relationship into the marketing realm.

Properly used, permission-based e-mail can help manage the entire lifecycle of your key audiences.
  Benefits Of Permission-Based Email Marketing
 E-mail can complement your marketing mix by helping to:
  • Build brand awareness with highly targeted audiences by promoting the name, the look, feel and image of your organization.
  • Increase market intelligence through customer e-mail surveys about your website, customer service, products and services.
  • Drive traffic to your website.
  • Generate leads. Newsletter content provides the incentive for prospects to provide their e-mail addresses.
  • Most important, build loyalty among all audiences