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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Privacy

Let me end with a note about privacy. You should always make your privacy policy clear to your constituents. Constantly assure them that their data is protected, and that it will never be shared with other organizations. Your constituents will appreciate the fact that you have their best interest in mind. Why make them guess your privacy policy when you can simply tell them?

Case Studies

Case Study 1: The Power of Asking

A franchise with over 25 coffee stores faced the challenge of ensuring equal satisfaction throughout its various locations and communicating with thousands of customers in an affordable manner. Prior to implementing email marketing, the franchise had not found a cost-effective way to gather customer feedback. Their only direct marketing efforts were via expensive printed cards and coupons sent to a customer on his or her birthday. The process was expensive and labor-intensive. Between printing, assembly, and postage, each birthday package cost around two to three dollars.

After realizing the positive impact that email could have upon their marketing efforts, the franchise compiled a database of loyal customers by asking for email address on customer frequency cards. Then they designed an email featuring the same posters and graphics found within many of their stores. The email included a four question survey asking customers what they liked about the franchise’s stores, what they didn’t like, which store they frequented, and how they would rank their ...

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