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Opt-In
E-Mail Marketing
CableNetWorkz
offers cable systems the ability to conduct permission based e-mail
marketing campaigns. This new tool provides an efficient and cost
effective way to:
1st. Communicate
with key customer groups,
2nd. Improve and enhance the image of your system and
3rd. Build a closer relationship between you and your customers.
To learn more
about CableNetWorkz E-mail Publishing Services, refer to the following
sections:
What
Is the CableNetWorkz Opt-In E-Mail System?
The CableNetWorkz Opt-In e-mail system is an easy-to-use publishing
program, that allows a cable system to send large numbers of customers
e-mail messages targeted to their specific interests. You can create
any number and variety of e-mail lists by asking your customers
to sign up through an online form to receive e-mail from you about
a given topic. Once the e-mail list is created, our e-mail maintenance
system automatically updates itself based on e-mail instructions
received from list members or by automatically deleting addresses
of e-mails that are bounced back as undeliverable.
It is easy to
send information via e-mail to the people on the list. All you have
to do is create an e-mail message and then send it, using the list's
name as its e-mail address, just like you would for an individual.
Your message will be automatically distributed to everyone on the
list.
For instance,
if you have a group of customers who want to receive your system's
newsletter, you would send the newsletter via e-mail to a list address
something like newsletter@xyzcompany.com. The newsletter could be
contained in the body of the e-mail message or be attached to the
e-mail.
Easy to set
up and simple to manage, your CableNetWorkz customer support representative
will work with you to set up and administer the e-mail list system.
Contact us using our
e-mail list form for more details and pricing, or just send
an e-mail to lists@cablenetworkz.com
How
Does It Work?
Easy to set up and simple to manage, your CableNetWorkz customer
support representative will work with you to set up and administer
the e-mail list system. Contact us using our
e-mail list form for more details and pricing, or just send
an e-mail to lists@cablenetworkz.com
Things you
need to do to use opt-in e-mail list publishing and permission marketing:
1st. Determine what lists to set up. Start by considering
lists for things you already produce. Next develop a "wish"
list of lists. Make sure the lists that are "nice to haves"
are differentiated from the lists that will have real impact. Start
with a couple lists and add more as the impact of the first couple
is determined.
2nd. Name each list. Use names that clearly identify the
list.
3rd. Designate an employee as List Administrator. The List
Administrator will have the following responsibilities:
Contact CableNetWorkz
to set up the list.
- Answer questions
about the list and how it is intended to work.
- Review sign-up
form and promotional details.
- Designate
who can "publish" messages to list members.
- Manually
remove or add list members if desired.
4th. Contact CableNetWorkz at lists@cablenetworkz.com
and notify us of your plans for your list.
5th. Promote each list to its target audience and ask for
permission to send information and messages via e-mail. Develop
cross-channel ads for the lists. Point people to the sign-up form
on your Web site or to the ad on your Web site that points to your
sign-up form (both the sign-up form and ad will be developed by
CableNetWorkz for you when you set up your list).
6th. A specified system employee writes the content and sends
it. Formalize the responsibilities for each list, create a schedule
for sending the e-mails and make them an integral part of your marketing
and communications efforts.
Things CableNetWorkz
will do for you:
1st. CableNetWorkz will contact your List Administrator to
review the details of your list and set it up for you to test.
2nd. CableNetWorkz will design the sign-up forms and place
them on the your Web site. Specific forms will be designed for each
list. The forms may vary depending upon the list requirements.
3rd. CableNetWorkz will work with you to develop a Web ad
that promotes the list.
4th. CableNetWorkz will consult with you on your first few
list messages.
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The
Benefits of Opt-In E-Mail and Permission Marketing
The benefits of using the CableNetWorkz opt-in e-mail list management
system for communicating with specific groups of people are quite
straightforward.
1. It is
EASY to use.
Once the list
is set up, it automatically updates itself. You do not have to assign
a person to add and delete names. The list management system does
it for you. Each e-mail contains a message telling the recipients
that they can opt-out of receiving future e-mails just by clicking
on a link in the e-mail. The software within the system automatically
deletes their name.
- Names are
automatically added to the list. All you have to do is advertise
the existence of the list and point customers to your Web site
where they will find a form to sign up for inclusion on the list.
- You only
have to type it once. You can type the content in a Word document
and copy/paste it to the body of the e-mail. Or, just attach the
document to the e-mail. The latter may be best if you are sending
a .pdf file or something with pictures or graphs in it.
- Controllable:
The employee responsible for the list can be designated as the
only person who can access the list or send information to people
on the list.
e. Flexible: Can be used for one-time announcements or long-term
relationships.
2. It builds
RELATIONSHIPS.
As opposed to
e-mail spam, it is non-intrusive. Only people who want your information
will receive it.
- It keeps
interested people informed.
- It allows
targeted communications.
3. It is
COST EFFECTIVE.
-
No postage costs.
- Little administrative
burden.
- Minimal
training required.
- No printing
costs.
- Click through
rates of up to 20 percent are possible for permission-based e-mail
campaigns.
4. It is
EFFICIENT
Saves delivery
time. Gets there quicker than regular mail.
- Saves personnel
time. CableNetWorkz does the technical work; the cable system
just uses the system.
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Some
Possible Uses of the CableNetWorkz Opt-In E-Mail Program
The following are a number of suggested uses for which a cable system
could use the opt-in e-mail management system:
1. Monthly
GM VIP Newsletter
2. System Customer Newsletter (Monthly or Quarterly)
3. Cable In the Classroom materials for teachers
4. Ad Sales special offers
5. PPV event marketing (WWF, boxing matches, etc.)
6. Tune-in Announcements (some sample ideas are:)
-
Major movies
on premium channels
- Children's
programming
- Made for
cable movies on non-premium channels
7. System
Updates on digital availability, plant extensions, upgrades, etc.
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10
Tips for Effectively Using Opt-In E-Mail
Here are some tips on how to make the most of the CableNetWorkz
Opt-In e-mail messaging system:
1. Create
a privacy policy and make it well known and easy to understand.
2. Ask. Coax. Invite. Build a simple sign-up form on your
website. Make it easy to subscribe to and especially make the unsubscribe
option easy to find.
3. Make sure you get subscribers' correct e-mail address
by having them type it on the sign-up form twice.
4. Design your e-mail messages so they are quick and easy
to download.
5. Use popular file formats. Only 36 percent of subscribers
prefer HTML e-mail over plain text. (Source: Reed, MessageMedia.)
6. Plan what you want to accomplish. Have specific, stated
objectives for each list.
7. Create attractive and easy to read messages, making sure
the grammar and spelling are correct. Keep it short and attractive.
Pay attention to how the plain text version looks.
8. Use clear, relevant and honest titles. Do not use trick
titles to lure someone into reading your e-mail.
9. Designate an e-mail manager responsible for controlling
the impact on branding and image efforts by maintaining a consistent
style, look and feel.
10. Personalize the e-mails by keeping the tone business-like,
but towards the informal side and putting the name of the manager
sending the e-mail at the end of the message. Do not end the message
with a cold closing such as "Sincerely, Cablevision".
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