E-commerce Link: Sign Me Up!
An e-mail house list is the centerpiece of any e-mail communications plan. At first blush, the process of building this list may seem fairly straightforward; but, when it comes to constructing a responsive list, quality counts more than quantity. By incorporating permission-based practices into your e-mail collection process, you can build a list that generates sales.
Establish strong permission practices and use opt-in.
In today’s e-mail climate, good permission practices are an imperative. And, good permission equates to opt-in marketing.
Like telemarketing, e-mail is a personal medium. With the advent of the Do-Not-Call Registry, a significant portion of the public clearly indicated it doesn’t want phone solicitations. In the same way, they also don’t want e-mail they haven’t actively agreed to receive.
An opt-in approach to permission e-mail will pay huge benefits. You’ll get better deliverability, build consumer trust and reap the rewards of higher open and clickthrough rates.
Mailers are faced with numerous roadblocks that make it difficult to get e-mail delivered and read. E-mail authentication, reputation systems, whitelists, blacklists and content filters are some of the factors at play. Once your message actually makes it through the ISP or business gateway, mailers need to be concerned about image blocking, spam complaints and delivery to bulk folders.
Good permission practices go a long way to overcoming many of these hurdles. Lists built on an opt-in strategy are composed of individuals who actively agree to be on a list. As a direct result, you’re much less likely to find yourself on a blacklist; in fact, you’re much more likely to earn whitelist status with strong permission practices.
Put yourself in the consumer’s shoes as you consider the following two situations.
In the first, you enter an online contest. As part of the entry form there is a pre-checked box that says “Send me your biweekly newsletter.” This certainly is legal, but it’s not a best practice. The marketer will collect many e-mail addresses, but how qualified are these names? You scan the form, likely not realizing what it’s for. When you receive subsequent e-mails, you might not recognize the sender and report it as a spammer. You, and others who enter the contest, will be much less likely to open and read the marketer’s messages.