Opt-in Email Marketing

Opt-in Email Marketing Lists: The Key to Permission Email

Email offers speed and immediacy unmatched by other communications media - but for a successful email pro-gram, you need a good list. But how do you build a list of email addresses of your clients, subscribers, members, or prospects?

Email addresses change frequently, and it doesn't take long for a list to become outdated. And if the recipient of your message didn't ask to be on your list, you can be accused of sending spam - unsolicited mail that annoys con-sumers. Internet providers take spam complaints very seriously.

The Better Alternative
Build your own opt-in email marketing list. An opt-in list is a list of people who have asked to receive email from you. When you use an opt-in list, you are talking to people who have asked to hear from you, are interested in your messages, and are much more likely to respond favorably. They won't consider your messages spam. But how do you get peo-ple to opt into your mailing list?

• Your website should be a source of names. Website visitors have already demonstrated an interest in your organization - make it easy for them to sign up to get more information. Make sure that you set their expecta-tions accurately, so that they are not surprised to hear from you.
• Advertise with website banners and in email newsletters to reach people who don't know about your website. Your ad on someone else's site or in a newsletter can invite readers to visit your site - where they can sign up for your mailing list.
• Use your other communications programs to get addresses. Include a web link or email address where people can join your list on every advertisement, mailer, and brochure.
• Make an offer. It can be a free email newsletter, a contest, or almost anything that gives someone a reward for joining your list. It does not have to be expensive - just useful to your audience. More people will sign up when you give them something in return.

Using Your Email Broadcast List
Once you've built your Opt-in email marketing list, use email broadcasts to communicate frequently. Stay fresh in your customers' minds and "push" more business to you.

Now that we have a good Email Marketing Database - let's use it!