Creating a Global E-mail Campaign (914 words)
How to Create and Implement a Global E-mail Campaign (914 words)
By Stephen J. Eustace
International e-mail marketing is a revolution in communication. With lower development costs, exceptional targeting, greater flexibility and click-through rates ranging from 3 percent to 12 percent, e-mail campaigns can be a direct marketer's dream! Add to that the international component, and you can now touch your target audience in any country and get a response within 24 hours.
Global e-mail campaigns include the same elements as traditional direct mail campaigns: offer, creative, timing, geography, currency, panel tests, etc. Following are some tips to help you create a winning overseas e-mail campaign.
Privacy: opt-in, opt-out?
Overseas data-protection laws are not as prohibitive to e-mail marketing as many marketers may think. True, Europe has tougher data-protection laws than the United States, but opt-out is the industry choice to date in the United Kingdom.
There are many permission-based e-mail lists available, although the word "permission" is open to interpretation. It's more about your comfort level with how the data was collected.
E-mail newsletters are an easy first step into international e-mail marketing, as their circulation is greater than permission-based e-mail lists for solo campaigns. In simple terms, you are placing a small ad within the content of an e-mail newsletter. This advertisement often is placed at the top, middle or end of the newsletter, and priced accordingly.