Opt In Email Marketing

Some businesses think that it is more important to have a bigger mailing list when in reality, it is the quality of the list that is most important. 

An element of quality can include spamming rather than getting permission.  The mistake that many small businesses make is to continuously send out emails without taking the time to ask the recipient if they actually want to receive them. 

Also, the source of the email addresses might not be from an authorised source and can be from unregulated direct marketing companies.  There are businesses that use dubious direct marketing methods and make spamming their business.

Put yourself in the shoes of your customers and clients, what scenario would you prefer? 

a)  To receive unsolicited information from a business that you have never heard of regarding a product or service that you have no interest in.

OR ….

b)  To ask to be sent information because you are interested in what a business has to offer or may have done business with them in the past and are interested in their future activities. 

How you choose to interact with potential and actual customers/clients has a direct correlation with the perception that they have of your business and brand.  Someone receiving spam email is less likely to open your email and if they do, will not be very responsive. 

So –

1.  Make sure that you get your email addresses from a reputable source.  The Direct Marketing Association has details of members who sell access to email lists in the UK - www.the-dma.org.uk

2.  If you use an email list that you have compiled yourself using public sources, ask the recipient to opt in to receive future emails.  Even if you have to ask more than once, just make sure that they do not receive emails on an ongoing basis if they have not explicitly agreed to it. 

3.  Make sure that you provide an option for recipients to ‘opt-out’ (stop) receiving emails from you.  Many businesses that spam do not provide any method or contact details for this to happen. 

4.  To save time, use an automated email service such as Aweber (www.aweber.com) or the UK based company Sign Up To (www.sign-up.to).   These services allow recipients to confirm their opt-in to receive further information along with clear links to opt out at any time.