Personalized, Targeted E-mail Catalogs - (1,209 words)

1. Develop an opt-in capture strategy.

The DMA recommendations are pretty clear when it comes to sending electronic messages or promotions to customers or prospects. You must have an "opt-in" acknowledgement from recipients before sending any electronic communication.

Most catalogers prefer to have customers give permission for such communication at the time of receiving an Internet order or catalog request. Another time to gather permission is when you acknowledge receipt of an order. Simply asking customers for their e-mail address is not enough. You must have their permission to send them information about specials, new products or in effect, any promotional effort.