Determining whether it makes sense to add an email communications system into an administration environment requires understanding the costs and benefits as well as knowledge about how to develop a successful email programme.

Strategy:

Using email is still complex. Running an email campaign is easy. Running it well is hard. Once a decision has been made to try it, there are many issues to deal with. At the most basic level, they involve two questions: "What's your strategy?" and "How are you going to accomplish it?"

The strategy covers the short-term and long-term aspects of the email program. It answers questions such as:

• How long before renewal, on what day of the week and what time of day should this message be sent?
• What variables should be tested?
• What expectations for responses should you have?
• What format (HTML or text) is best for your audience?
• Just as a strategy exists for a direct mail or print programme, so too should it exist for email. If you do not already have a strategy, we can help you establish this as a first step.

Logistics:

The logistics issue addresses the technology behind the email campaign. Topics considered here include:

• What system should you use (Buy a software package? Use an outsourced email solution?)?
• How are responses handled?

Email is proving to be its own medium. Just as companies outsourced the development and execution of direct mail and print programmes, they are also finding this necessary for email. When used appropriately, the benefits of email communication will be quickly evident. But, it takes upfront planning and expertise to launch and run an effective programme, and this is where our consultants excel.

Populating your database:

Populating your database with customer email addresses can be built into all forms of customer contact:

• Proposal forms.
• Renewals.
• Correspondence.
• Call centre and telephone contact.

With experience across a wide range of industries, we have already established fast-track methods to help populate email databases and acquire email lists, in particular the use of incentivised direct mail campaigns carried out with our associate marketing agency, Caspian.

Next: 6 - GISC Conformance.