Dangerous Big Brother Approach or a Smart Move?
We have an e-newsletter
and is well received (42% click thru rate) by its 7,500 opt in readers. We think the time has come to take the next step, and use it to generate leads for our sales team.
I know we must be careful about changing the goal to a 'customer acquisition' newsletter. I don't want to change the actual content of the newsletter because of the value it provides our readers. We have come up with a good 'call to action' that would entice our readers (suspects) to put themselves into our sales cycle.
Here is the
dilemma - since we track our readers' interests, is it appropriate for us to send selected individuals a direct mail piece that speaks to their interests? For example, should we invite them to a webinar
in a subject we know interests them because we track their interests?
The advice your readers have given is great. What would they advise on this subject?
- Jon D., Marketing Supervisor
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