your opinion 55

Read each paragraph give me your opinion if you agree or disagree with it

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1.There are a number of considerations for this discussion. First, who are we contacting? As our text shares, there are three opt-in email options for customer acquisition.

  • Cold Email Campaign – recipient receives an opt-in email from an organization which as rented an email list from a consumer email list provider, or business email list provider. It is important to use some form of ‘statement or origination’ otherwise the message may be considered SPAM
  • Co-Branded Email – Recipient receives an email with an offer from a company that they have a reasonably strong affinity with. Although this can be considered a form of cold email, it is warmer since there is a stronger relationship with one of the brands, and the subject line and creative will refer to both brands.
  • Third-Party E-newsletter – In this visitor acquisition option, a company publicizes itself in a third-party e-newsletter. This could be in the form of an ad, sponsorship, or PR which links through to a destination site.

(Chaffey, 2017, p. 426).

With my project company being Bell’s I decided to create a co-branded email, using Bell’s and Sargento. Our texts shares that an effective email should grab attention in the subject body and line. This is where we can ‘create a buzz’ for the company. The content should also be personalized, brief and relevant (Chaffey, 2017).

Subject Line: Something Smells Good! Meet Bell’s Brewery and Sargento in the Kitchen

Body: Dear, Ms. Smith,

We saw you in our shop and wanted to offer you something special!

Fall is in the air and we’ve partnered with our friends at Sargento to bring you our tastiest collaboration yet, Bells Porter Beer Cheese Soup!

Grab the recipe and get cooking, here.

We will see you in the kitchen!

The word ‘here’ would be a link to a landing page where customers would be able to access the recipe promised without subscribing to avoid losing their trust over a perceived bait and switch forcing them to subscribe to access the recipe. (PS- If you’d like it, it is real, and it is fantastic However, the top of the page would have a prompt to subscribe labeled, “Want More? Subscribe!”

My goal was to provide value before the ‘sale’. Value being the recipe, the sale being the customer subscription. Were this a real collaboration the ‘1lb of cheddar cheese’ in the recipe would specify ‘Sargento Sharp Cheddar’ in keeping with the co-branding. Since Bell’s beer cannot be purchased Online a link to the beer finder tool would also be included, allowing customers to locate the Porter specified in the ingredients.


Opt- in email can be an effective communication method. It is also important that email is opt-in or else it would be considered illegal spam (Chaffey and Smith, 2017).
There are several email methods for customer acquisition. The method that I feel would benefit the Viking Range site would be co-branded email. For this option, the customer would receive an email from a company that they have a strong liking for. An example would be a Viking Range customer receive emails from one of the Viking Range cooking schools that is advertised on the site. This method is considered to be warmer than the cold email campaign that described in the text because of the strength of the relationship that exists with one of the brands.

Viking Range appliances have been featured on several popular cooking networks and home makeover shows. If Viking wanted to create a buzz, they could give customers the opportunity to become guests on the shows for being active users of the site. As customers win opportunities to be on the show, other customers will draw to the site for their chance at a television opportunity.


For this discussion we were asked to branch out from our project companies and identify excellent e-CRM elsewhere. I decided to showcase Lush ( )

  • Customer Identification – Upon entering the site I was prompted to subscribe to receive the ‘freshest’ news. It was cute, and easy to navigate away from if I was so inclined. As I scrolled I noticed an invitation to join the conversation with links to each of Lush’s social media sites. As a handmade cosmetics company the evidence of their attention to their target audience was prominent with logos including fighting animal testing, ethical buying, and 100% vegetarian.
  • Permissions – Having subscribed to Lush in the past, I was given an option regarding the type of information I would like delivered, as well as easily identifiable opt-out messages on each communication.
  • Social Interaction– In addition to their multiple social media plug-ins Lush features customer reviews as well as providing me with an opportunity to review their products myself. I am a big fan of reviews, they go a long way towards building trust with me. They are one of the reasons that I prefer online shopping, especially for cosmetics!
  • Customer Service– There is an easily located customer care section on the website that features contact, shipping, returns, FAQ and policies sections. Having made returns online and in store I have been pleased with the service I received, and the prompt attention to my issues. When considering the site, I appreciate that I didn’t have to dig to find out how to solve any issues I might have.
  • Personalization – As I have an account, the site does remember me by name. I can access my order history, account information, address book, Wishlist and Gift Registry in addition to being able to manage my subscriptions. I also receive customized communications based on my order history.
  • Privacy – The privacy policy is located at the bottom of the homepage and clearly states (no fine print) the following “If you interact with third-party services, those services may send us information about you and you or we may send them information about you. More on third party interactions”. The site is secure, which is something I appreciate, and another feature that builds trust with me.


I believe that is a great example of a site that highlights many of the e-CRM principles. For starters, Target has an email icon that lets you sign up for weekly exclusive emails. There social interaction is high, with options to find them on Twitter, Facebook, Pinterest and various other social media platforms. They allow user reviews and give you easy access to other reviews and ratings to determine if a product is right for you or not. Their customer service includes email, live chat or phone support, with a simple way to find shipping and return info, either as a logged in customer or as a guest. This makes orders simple to place or follow up on, regardless of it being your first or multiple visit.

If you log in, the website will remember items that you have looked at or saved, as well as your name and preferred Target location. This makes adding things to your cart extremely easy, as well as finding out if your local store carries an item or not. Their privacy policy can be found at the bottom and includes the usual list of detailed information that they collect and share/don’t share.

Target is expanding their website too, supporting curb-side pickup, same day or next day delivery, through third-party companies. This makes finding and eventually buying their products a breeze and the company as a whole very competitive to others. Their inclusion of groceries and alcohol also gives them an advantage over traditional grocery and liquor stores.