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What's your opinion on administrative messages in email marketing?
What role do admin messages have in email marketing?
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3 Answers
Adam, would you please clarify or restate your question. I don't think anyone knows (I certainly don't) what you mean by "administrative messages." Do you mean "transactional" - such as order confirmation, account status, etc?
If you mean transactional, I can point you toward a number of articles and presentations on the topic of incorporating marketing and cross sell/upsell content into transactional messages.
I think the question is backwards -- not admin messages in email marketing, but email marketing in administrative email.
The answer is this -- it's absolutely allowed, provided the "primary purpose" of the email is the administrative portion of the email. Of course, if you have a situation to present an administrative email, then one could argue that there is a pre-existing business relationship so you can email market to the reader, but it's always best to get the subscriber to specifically opt-in.
good luck!
Actually, I think its a pretty forward thinking question from Adam, at least if I interpret it right. All contact moments can be used to align administrative information and data.
For instance, if a physical letter is returned, you might want to ask for an update on the recipients house address via email. Or if certain information is missing, you can ask for an update. This is also perfectly possible in "marketing" messages.
I built a website before that asked for update of an e-mailaddress when you logged-in but your e-mailaddress bounced. Same thing, cross channel info gathering.
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