Email Marketing
Why You Want a Double Opt-in Email List ::
Effective Email Marketing
Corrinda Campbell, Dec. '09
Do you have an email marketing program planned for 2009?
If you do, part of the plan should include confirming all new email contacts by using a double opt-in procedure in the sign up process, asking new contacts to confirm their request to receive your email.
And, if you have an existing list it is also a good idea to have your current email contacts confirm their interest on a periodic basis.
Why is this important?
- The increase in the number of email we all receive.
- SPAM email laws are stricter. Having permission to send email to your contacts is no longer simply a good practice, but a requirement.
It is no secret that the volume of email coming into our inboxes is increasing and managing the flow is taking longer and longer. The additional email is not being sent by individuals, but by various organizations.
The most common email being the organization’s newsletter. More and more organizations are realizing the effectiveness of email communication, thus more email in the inbox. Email readers have become increasingly selective about the email they open and read.
This is the primary reason a good subject line and relevancy is vital. (see Effective Email Essentials :: 10 Point Checklist)
In the last several years SPAM email regulations and penalties have increased significantly. Having your email marked as SPAM can cause you to be blocked from delivering any email to specific ISP servers and even have your whole list closed down by your email service provider (ESP).
And, some vendors only allow you to send verified lists that have gone through the double opt-in process.
How Does a Double Opt-in list help?
1) It reduces SPAM complaints.
By asking the new contact to take an extra step, you have insurance that you have permission to send email to that contact.
This helps weed out contacts that have changed their mind or have not realized that they are giving you permission to send them email.
Your email contacts have only two ways to be removed from your list. Use the unsubscribe link or hit the SPAM button. Verified recipients are less likely to click the SAPM button.
2) It improves deliverability.
By sending a confirmation, the email reader is reminded that yes they have given you permission and want to receive your email.
We often forget that we have signed up to receive email or don’t realize we’ve given permission as part of a promotion.
A colleague of mine recently conducted a telemarketing campaign during which the contact was asked for permission to follow up by email. Even though permission was granted, because the permission was not confirmed (double opt-in) they forgot and reported the follow up email as SPAM. As a result the whole email list was blocked by the ESP.
3) It reduces costs.
While email communication is a low cost marketing strategy most ESP’s charge per address or per email sent.
Sending unwanted email even with permission can be costly. Save money, avoid complaints and improve your ROI by having active addresses on your list.
This is also why it’s a good idea to check in periodically with your existing contacts to confirm their interest in receiving future email.
In the early days of email communication the double opt-in process was viewed as potential liability, because you are asking your contacts to take an extra step.
However, the double opt-in process is now a standard of effective email practices. It also has many benefits, especially when quality beats quantity in a good email list.
Connecting with customers:
With opt-in email marketing and iContact, you can easily connect with your customers. iContact allows you to easily create, send, and track email newsletters, surveys, and RSS feeds. Your customers are important to you and securing a connection with them is fundamental for the growth of your business.
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Tips From WIBN Lunch
“Public Relations - Get to know the publication and the editors you want to work with and make it easy for them to write your story.”
Katherine Davis, Davis Communication Strategies
katherine@daviscommunicationstrategies.com
“Networking and Handwriting - Underline your name on your name tag to give it emphasis and better recall.”
Kathi McKnight, Rocky Mountain Graphology Assn.
www.TheHandwritingExpert.com