Craven Events

The starting point for e-marketing is the same as for direct mail, however, e-marketing is a much cheaper and quicker way of notifying everyone on your database about what new things are happening. It will also allow you to track who has received and opened the mail.

You can obtain email addresses from:-

• Your existing database
• Adding to it when tickets are bought or information is requested
• Registration through your website
• Print campaign inviting e-mail registration

Another way of promoting an event is by adding information to your email signature so that every time you send out an email the information goes with it.

As with direct mail, it is important to consider segmenting a list for targeted personalised information.

Make sure you notify all the relevant websites with your promotional material

• Local sites serving the Yorkshire Dales e.g. www.daelnet.co.uk
• Local media e.g. The Craven Herald

E- marketing ...the pros:

• A fraction of the cost of print and direct mail
• Effective at encouraging direct click through to website
• Greater potential for generating a response
• Last minute news and offers possible
• Permits two way communication
• Easy to track response rates

E-marketing ...the cons

• Still low usage among certain sectors of the population
• Availability of Broadband in our area
• Junk Mail connotations it may be deleted
• Growing concerns about viruses with attachments