On Track: We asked. You answered.

August 2003

Hi,

Last month's e-survey was a great success and we thank everyone who took the time to submit their thoughts. Now we're pleased to announce the winner of last month's draw for an e-survey. Congratulations to Lorraine Taylor of Proshred Security! We look forward to developing an e-survey with the Proshred team in the very near future.
What did we learn from our first official e-survey? Lots! Scroll down for details...

Enjoy the read!

Carolyn Gardner
President, cardcommunications

While working to build your opt-in email list, you may find some individuals reluctant to help. That's why you need to be clear about what you're going to do with their email addresses after you collect them. Be honest and set the parameters with regards to expected frequencies, content and most of all the management of their personal information. A simple privacy policy provides that much needed comfort level.


	If you're a regular reader of "On Track", you understand the importance of building an opt-in email list. But have you ever thought about building an opt-in list of cell phone numbers? Well, you should. In fact, "mobile marketing" via cell phones that feature text messaging is the newest marketing medium and it's already a huge success in Europe.


	Companies, institutes and organizations engaged in email marketing campaigns send an average of 45,000 emails per month. Multi-channel marketing is on the rise - data shows 50% of firms use email campaigns in combination with website offers or promotions. *Above stats from Arial Software, 2003

By Ross Laver

Q: In a recent issue of "On Track," you talked about the value of customer case studies. I'm planning to write some case studies for my company and was wondering if you have any advice.
- T. M

A: If the dairy industry can get away with calling milk "nature's perfect food," then I claim the right to call case studies "nature's perfect marketing collateral." And why not? A good case study has all the ingredients: a strong story line, flesh-and-blood characters, relevant information that highlights the value of your product or services and - above all - authenticity. What makes a good case study? Read on for five tips...


	We asked. You answered. Last month's survey proved to be an excellent research tool - like we had any doubt it wouldn't! It's ok to make educated assumptions based on open rates, opt-outs and click-throughs, but digging for deeper answers provides us with unparalleled insight into the minds of you, our esteemed readers. And it can do the same for you and your business too. For a summary of our survey results, read on...

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