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Month: May 2005

Answering the “Do Not Call” Registry

The UK Direct Marketing Association (DMA) reports that 32% of British households are signed up for the “Telephone Preference Service”, similar to the US “Do Not Call” or Canadian “Do Not Contact” initiatives. They also report over 20,000 UK companies are contained in this directory. With fines up to almost $12,000 (£5,000) for calling these telemarketing opt-out numbers it is wise to not make a mistake.
How do you get around prospecting and the cold call when you can’t telemarket?

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Preference Centres and Preference Pages

Today I read an article on email preferences in the E-Zine IQ newsletter from Chief Marketer. In “Preferences Prove Profitable” Bill Nussey, CEO of Silverpop provides a good overview of the WHY and HOW of giving subscribers the ability to tailor your email communications to them.
Preference centres or preference pages are a great way to segment customers and prospects alike. However, many email marketers do not use these tools properly. In addition, even if they capture preferences they are not effectively adapting their emails to this valuable information.

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