Kindly Hand Over Your E-mail Address
If direct marketers have learned anything about the increasingly legislated world of e-mail marketing, it's that "permission" is crucial to successful campaigns. Amid the threat of a national do-not-e-mail list, savvy organizations have been busy compiling opt-in lists through their Web sites and mail solicitations to prevent their messages from being classified as that ugly, four-letter word: spam. The Who's Mailing What! Archive recently received a mailing from such a company.
In January, Time Inc.'s Entertainment Weekly dropped a plain, #10 carrier-envelope package featuring a professional discount offer for a one-year subscription for $20 (202ENTWEE0104). The effort includes just an 81/2" x 11" order form that details benefits, a four-color insert and a BRE.
The insert, which EW has mailed consistently for the past year, according to the Archive, features the teaser headline: "The Entertainment Bible. ... (Wouldn't You Rather Have This in Your Hotel Room?)"
Appearing in the top left-hand portion of the order form is a block of copy that seeks to drive EW's e-mail efforts: "GET FREE MOVIE SCREENING PASSES! When you confirm your e-mail address with us below, you will become eligible to receive passes to ENTERTAINMENT WEEKLY new movie screenings. Recent screenings have included The Rundown, Pirates of the Caribbean, Runaway Jury, and Master and Commander: The Far Side of the World. When we have availability for a screening in a theater near you, we will e-mail you an invitation to receive a FREE pass for you and a lucky friend on a first-come, first-served basis."
Below, on the perforated portion of the order form, is a section for recipients to fill out their e-mail addresses. What's more, readers who wish to receive an online order confirmation can receive it in their e-mail inboxes.
While EW is no stranger to the professional voucher package, the weekly entertainment publication only began inviting readers to submit their e-mail address for a chance to preview popular films last year.
This effort not only strives to bolster EW's opt-in e-mail database of readers and prospective readers (how they will use it, we cannot say), but also represents one of EW's many multichannel marketing initiatives. On its Web site, www.ew.com, visitors have the opportunity to sign up to receive two print issues of the magazine at no cost, as well as receive access to EW content online. If customers like their two free trial issues, they have the opportunity to receive 25 more for $24.95.
With robust e-newsletters in tow, EW has taken advantage of the print-Web one-two punch.