Tame the E-mail Tangle
Tread carefully, however, in deliberately choosing to ignore the marketing preferences stated on other e-mail addresses linked to the same household. While perhaps not specifically against the letter of the law, a customer still may react negatively to this type of behavior.
E-mail marketing remains an inexact science. Where reliable addresses are linked with good customer information, the results can be dramatic. If not overused or abused, customers will view e-mail as a reliable and effective form of communication with your company.
Steve Meyer is director of Data Warehouse Implementation Services Practice for Quaero, specialists in knowledge-driven marketing services. A veteran of data mart and warehouse projects of all sizes across multiple industries including financial services, telecom, customer service and dot-coms, Meyer can be reached at email@example.com.