Business Development, Strategy Alignment and Consulting News from The Business City London -

	Back End Marketing
	c. How the Internet Makes it So Much Easier (Did I mention today how much I love the Internet?) Back end marketing is comparatively quite easy now:
	i. With the advent of Internet affiliate programs, you can be up and running with a back end campaign in minutes. Sign up for a program - offer it to your various contacts - poof! - you have a back end. (Be careful, though! Be sure to read my pointers below.)
	ii. Someone else is doing all the hard work. You just need to get the word out to your customers and the company with the affiliate program will take the order, fulfill the order, deal with the customer, and write you a check. Very nice indeed.
	iii. The cost is much lower than traditional back end marketing. Sending an email to your customer base only takes you the time involved in writing and preparing the email.
	Compare that to direct postal mail - it's staggering. With this low cost, you can afford to get even more aggressive with your marketing. That is, with direct postal mail campaigns, you need to be careful who you send to, as you have to pay to mail to every single address on your list.
	Normally, you might think twice about mailing a back end offer to a postal mail newsletter because it is a high risk proposition - the subscriber might very well be a shopper and a total waste of your time.
	However, you know for sure that the customer is a buyer - so there is less risk involved in sending a back end offer to your existing customer base. Since the cost is practically nothing for email, you can mail a back end offer to your newsletter as well as your existing customer base with practically no risk whatsoever.
	Part four