Segment your e-mail housefile

Meanwhile, Ken Burke of e-consultancy Multimedia Live, believes that some less Internet-savvy customers may think the provision of an e-mail address when placing a Web order is just a tool for order verification, and not necessarily an invitation to receive offers. Try to avoid this confusion in the first place by making the e-mail registration page on your Web site as clear as possible. Or send a precautionary permission e-mail to ensure that your segmented campaign, once it’s deployed, isn’t misinterpreted by recipients as spam.