The article tells us how marketers can "rent" information for email campaigns from the 1.5 million-name database.
Progressive Enterprises' loyalty programme manager, Bridget Lamont, said companies previously ran traditional direct marketing campaigns using the data, but email gave an additional, low-cost channel.
The company had email addresses for about 15 per cent of Onecard members, but was aiming to collect more.
"It cost us a fraction of a traditional direct marketing campaign," said Lamont.
I imagine they probably have a fineprint somewhere in the registration form with something such as "from time to time we will contact you with offers from selected partners" or something along these lines. But this is scary, because an e-mail blitz campaign is much cheaper than voice calls, so companies will probably jump to the opportunity of having a cheap way to flood consumers with their "special offers".
You should either not give up your e-mail address on these forms, or use a spam-catch e-mail and simply disregard these things.
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