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REIQ Journal : November 2008
INDUSTRY PRACTICE 17 9. Respect privacy Companies will be liable for hefty fines if they communicate with consumers who have ‘opted-out’ of marketing communications. Not only that, you stand to alienate potential buyers and sellers for life if you bombard them with letters after they have specifically asked not to be contacted. If there are several divisions of your agency, such as sales and property management, ensure that you have a global opt-out file that records every divisions’ opt-outs and make sure that all campaigns are washed against this file before mailing. Legally and ethically you have a responsibility to respect privacy, and it makes perfect business sense anyway – someone who clearly does not want to be contacted is not going to respond. 10. Pay attention to the back-end When the mail is received, the campaign is far from over. Make sure everything is in place to manage response to the campaign and test the process before roll-out so you iron out any problems. Brief all agency staff as people may respond in a variety of ways which may not necessarily be included as a method of response in your campaign. Ensure that you have a contingency plan in place if you are overwhelmed with responses (a nice problem to have!). Make it easy for people to respond by providing as many methods as possible, and definitely include a Reply Paid device. About the author: Australia Post Mail Marketing is ready to make DM easy. For assistance with your direct marketing needs, visit www.auspost.com.au/mailmarketing or email firstname.lastname@example.org. Article supplied courtesy of Marketing magazine. To subscribe, visit www.marketingmag.com.au THE NEW HAS ARRIVED SX MANUAL 2.0 $18,990 ALSO AVAILABLE IN CRDi DIESEL MODEL CARSGUIDE CAR OF THE YEAR 2007 PLUS GREEN CAR OF THE YEAR 2007 REIQ members are entitled to fl eet discounts with James Frizelle’s Gold Coast & Tweed Hyundai Official Sponsor of the Gold Coast Titans James Frizelle’s Cnr Nind & High Sts, Southport. (A/H Daniel 0405 974 439) James Frizelle’s 117-123 Minjungbal Dr, Tweed Heads Sth. (A/H Paul 0412 697 707) *RRP price for i30 SX manual 2.0. Excludes $1695 dealer delivery plus on-road costs. McKenzie13566G. jamesfrizelles.com.au REIQ Journal November 2008 FROM *
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