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Tips on Getting and Keeping E-mail Permission

With the increased focus on spam in e-mail marketing also means an increased focus on permission. Since there is no solution in the near future to this problem, we need to remain diligent in our efforts to earn and keep the permission of our subscribers to the best of our ability.

Here are a few tips that are guaranteed to help:

Be Straightforward

Remind recipients why they are receiving an e-mail from you. Whether they are a valued customer, a prospect who expressed interest or a client you want to keep in touch with, the reminder will add credibility to your e-mail and put it into context. This will help in differentiating your e-mail from unwanted e-mail.

Be Specific

When people sign up to be on your list, allow them to select exactly what areas of interest (i.e., a newsletter, new product notification, event invitation, etc.). Also let them know how often they will receive communications from you (i.e., weekly, monthly, etc.).

Be Respectful

Be sure that every e-mail that is sent by you has an option for the recipient to unsubscribe or “opt-out.” Remember that interests may change over time and communications for whatever reason may no longer be valuable to a subscriber.

Be Trustworthy

Your privacy policy should be included with the e-mail. It adds credibility to your company and your e-mail even if recipients do not click on the link.

Be Current

People change jobs, ISPs and e-mail addresses quite frequently. Be sure to ask for updated information and give subscribers an easy way to change their e-mail address with you. In addition, provide a way for your subscribers to change their interests and preferences. This will ensure that you continue to provide the most valuable information and target the right audience for each campaign.

Beware

Today, subscribers want to receive e-mail from those companies they have subscribed to, not an unknown third party. Many companies become accidental spammers by making the mistake of buying a list. Remember, permission is not for sale and is not transferable.

There are many ways that your web site can play a more productive role in your sales and marketing effort -- just one of these is an effective permission-based e-mail program.

The Internet is proving itself as such an effective and versatile sales tool because it can seamlessly expand as opportunities are identified.

Give us a call, and we can help you identify an Internet program that will support your own set of business goals -- within your budget and technology comfort level.

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