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Upsell the opt-in with email marketing

August 5th 2011

Jasper Ditton

Head of Digital at Marketecture, helping clients to achieve their business and marketing objectives using digital marketing channels. Starting as a developer, Jasper moved to strategic and operational client services roles 5 years ago and has worked with some of the UK's largest brands and a huge variety of public sector, B2B and B2C clients.

Ok, so your clients signed up to your newsletter but that checkbox labelled:

"I am happy to be contacted with relevant offers"

Remained unticked.

Now you have a new service or offering you want to promote to a bank of people engaged with your brand, but who don't want to be directly promoted to. Cursing yourself for correctly following opt-in guidance, what can you do?

Well, perhaps borrow a trick from British Airways. To get the airmiles for a flight last year, I joined BA's Executive Club, but had obviously opted out of the "receive future marketing" option.

So, using a channel I have opted into, today they sent through a teaser with the promise of rewards gained by a further opt-in to a different channel.

So, the million dollar question: will curiosity kill my cat?





... tune in next week to find out!