Question

Topic: E-Marketing

New Product Launch

Posted by beaucommunications on 2/11/2013 at 9:23 PM ET 125 Points
We are launching a new product. Over the years, we have built a list of permission-based prospects for our current product. We're in the Travel & Leisure industry and our new product is very similar to what we already offer, just a different venue and different mode of travel. Do we need to get our current prospects/customers' permission to market our new product to them? Or do we already have it? We don't have a preference center, haven't really needed it, but perhaps now we do.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/11/2013 at 10:27 PM Accepted
    It would be a boon for you to have your existing list segmented, since you'll learn a bit more about your customer's needs. You don't need to get their permission again, but you may wish to contact them to both announce your new product and give them a chance to opt in (and give them a strong reason to do so). With separate lists, you'll have more flexibility for future marketing.
  • Posted by Moriarty on 2/12/2013 at 3:03 AM Accepted
    Aside from Jay's insights, my question focuses on your newsletter. I presume that you are mailing them the occasional goodie? Because you could ask a simple question like "we have a new service, are you interested?" and provide a link.

    That way you segment your email list, and get their permission at the same time. You can put it on your landing pages/website to garner other interested people too.

    Of course for your new list you will need a different newsletter! More work, but should be worthwhile.

    Does this help any?
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