Adestra

We are delighted to announce that Adestra and client Dennis Publishing have been shortlisted for two IDM Business Performance Awards:-

•    IDM BPA Diamond 2009

•    Best use of email marketing

http://www.bpa.theidm.com/ for more info.

Clients are always asking about using Forward to a Friend or Colleague (FTAF) to grow their lists and collect more subscribers.  There has also been a lot of debate over the effectiveness of FTAF in list growth and whether it works or not.

What FTAF does achieve is that it can be effective in reaching like-minded people to your subscriber and spreading the word about what you have to say. So, answering our Clients’ questions, what are the best practice guidelines for sending emails through a FTAF form?

• First and foremost, people who have been sent an email by a friend through a FTAF facility are not automatically new subscribers for you to email.  In order for you to email them again, they need to opt-in to receive your communications.

• Think about the email that is sent using the FTAF.  Ensure that the email gives the new recipient the ability to subscribe to your communications from that email, otherwise what’s the point in sending the email?

• Ensure that the person receiving the email knows where the email has come from, otherwise it may be dismissed as SPAM.  Perhaps allow the sender to add a personal message or ensure the sender’s name, and intention, are in the subject line to avoid confusion.

Finally, do remember that all the normal email best practice guidelines still apply.

To find out more about FTAF functionality email us at strategy@adestra.com

Reena Mistry

Group Account Director