What is permission based email?

Recently, I started receiving email newsletters via Constant Contact from a company who I know, have had a one-on-one meeting with and have even thought about referring business to.  I still got a little irritated when they put me on their email marketing list - irritated enough by this and others who have done the same, that I felt compelled to give a freindly reminder about this discourteous marketing practice.

I've blogged about this before, but I have to say it again. . . proper email etiquette is still lacking with many businesses.  Instead of building relationships, you are actually deteriorating relationships when you start spamming.  Just because you met someone networking and received their business card, does not mean you should add them to your email marketing list.  Even if you have had substantial conversations with the individual, you should still ask permission to add them to your email marketing list.  Be courteous - send a personal email and ask if it would be OK to add them to your list. 

Quality permission based email is more important than quantity. You could enter 200 emails of people you met networking.  Not only is it going to irritate most of them, it is going to cause your open rate to be very low.

Another practice to avoid is collecting emails on forms that do not alert the person submitting their email that they will receive email marketing.  Last evening, my husband and I went to a charity silent auction.  Upon arriving we were required to fill out a form to register our bidder numbers.  The form asked for an email address and did not say anything else.  At first I thought that they wanted it as an additional means to reach us should we win a bid and not check out that evening.  However, I decided to ask the volunteer about it.  She informed me they use that to send out email marketing, to which I replied, "I get too much of that already that I don't have time to read.  Thank you anyway."

If you have a form that is requesting an email, be up front as to why you are asking for it.  Have a small disclaimer under the line that says something like, "By providing your email, you are confirming you wish to receive email marketing newsletters." 

For ideas on how to build up your permission based email marketing list, contact us.

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#1 The Admin on 10.07.2011 at 12:03 PM

Well, I received an email response from a person I know on this blog already. She was kind enough to share a different perspective, "wouldn't it be a better world if we all quit looking for reasons to get irritated with other people? I'm sure people are not trying to annoy you, but are hoping what they send you is of interest. And I'd be willing to bet when something is of interest to you, you don't think about whether you gave them permission to be on their list. If it isn't of interest, then unsubscribe."

My comment to that, was that I guess I am also thinking of how it is against spam laws.

When all this unrequested mail is more than my client's emails, it is annoying. I get so much from people who just take the emails off my business card. That is discourteous and against spam laws. At least I am not the type to report them as spam. So, I figure when those emails start getting in the way of me being able to find my important client emails, it is irritating. Maybe you have not had that happen to you. I do a ton of networking and it always happens to me. It takes my valuable time to unsubscribe so that my mailbox does not get cluttered and full.

If I did not subscribe, then I don't have time or the interest to receive it.

#2 resume help on 10.30.2011 at 12:23 PM

I hate when site requires the email! it is always used for the spam

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