'Build customer profiles slowly' for online direct marketing campaigns

Businesses which use online direct marketing tactics such as email marketing should not aim to get hold of a large amount of details about a consumer to begin with, it has been claimed.
In a column for Fresh Business Thinking, Steve Lomax, Experian CheetahMail´s managing director of Europe, Middle East and Africa, said companies should collect a minimal amount of data from customers when they provide an email address.

The marketing expert said: "Then go back for more as they become more engaged with your organisation. Clearly express the value of giving permission, for example special offers at point of sign-up."

Companies should aim to get email addresses offline as well as online, he said, pointing out that in-store registration for loyalty cards provides an excellent opportunity to get a customer´s email address.

Earlier this week, in a column for Econsultancy, industry commentator Matthew Kelleher noted that firms who use emails as part of their online direct marketing campaigns need to ensure they send the right number of messages.

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