The return rate on co-op surveys is always far, far higher than those conducted by other businesses.

David Marketing is a big fan of direct mail (online and off) and believe that newsletters are a pretty good vehicle for member marketing (while a second-rate vehicle for marketing to the general public).

A key idea is that of permission marketing, a phrase coined by Seth Godin. Briefly, the idea is this:

In an ad-cluttered world, in which each of us is exposed to 1 million marketing messages annually, the only successful marketing will be that that we give “permission” to receive. In contrast, “interruption marketing” –ads on TV, radio and in newspapers—stop you from what you are doing (enjoying a radio program) and insist, without your permission, that you accept their marketing message. Websites are sought, thus they are the perfect “permission” marketing vehicle.

Co-op members have given you permission to talk to them. Marketing can fully leverage this permission, to dramatic results.

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