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E-mail Promotions -

26 July 2002 at 1:07 pm
Staff Reporter
The Australia Council's on-line resource for arts marketers called has published hot tips, tricks and strategies for e-mail promotions.

Staff Reporter | 26 July 2002 at 1:07 pm


E-mail Promotions -
26 July 2002 at 1:07 pm

The Australia Council’s on-line resource for arts marketers called has published hot tips, tricks and strategies for e-mail promotions.

Its part of the on-line section known as SAUCE and the latest guide is written by Judith James.

It offers a step-by-step guide on how to develop a strategy for effective promotions and even has handy information on the Privacy Act 2000. says the secret to successful e-mail promotions is understanding the medium and running with its strengths.

E-mail works best when:
 you have permission to communicate with the recipient (this is called permission- marketing)
 a mutually beneficial relationship exists between the sender and recipient
 the message or offer can be understood easily and quickly

Judith James says the key principles behind e-mail promotions are: the relationship, relevance, value, consistency and customisation.

While the information is directed to many businesses with direct marketing campaigns, much of the information can be translated into the Not for profit scene.

E-mail strategies can be used to:
 complement your website
 deliver timely information and news
 create a dialogue around important issues
 provide additional benefits to your membership base
 raise awareness
 promote products
 consolidate your customer-base
 generate loyalty
 build your brand-power
… and much, much more

You can down load the guide at

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