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Spam! - Part II
By Deborah L. Daily
In last month's issue, I defined SPAM or unsolicited email. For many, much to your dismay, it probably wasn't what you had hoped for. For solicited or opt-in email, you have a recipient's permission (verbal or written) to accept email or you have a prior business or affinity relationship. Click here to review Part I.
There really is no "gray" area in this matter. As such, how do you go about building your elists?
Here are just a few simple ways:
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For customers and vendors that you've had an active business relationship during the last 12 months, obtain their email addresses. |
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Ask permission utilizing a direct mail or telemarketing campaign; or if you have a sales staff, ask permission in person. You can tap into your networking avenues and trade associations for possible contact names, addresses and telephone numbers for mail campaigns. |
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Networking events such as chamber luncheons, breakfasts, and business after hours are great places to meet others and obtain additional names. Once you have a contact within an organization, don't forget to ask for referrals for your elist. Who else do you know that might enjoy reading our publication? |
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If you know you want to do email marketing, you can contact BTGI and we can provide the following services once we have a database infrastructure built for your email list: |
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Website Subscribe Form - automated subscription form for your website. |
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Send-To-A-Friend - gain momentum with the power of referrals |
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Email lists can also be rented. Publishers of magazines usually create rented opt-in email lists or product affiliates. Their members have previously requested to receive email about related interests. For example, if you purchased an HP printer from Office Depot, you might give permission to receive emails about related products directly from HP such as ink, paper, memory upgrades, special promotions etc…. Rented-email lists are subject or industry-specific. |
By sending opt-in or permission-based email you are clearly demonstrating respect and professionalism for your clients and prospects. One of my clients recently developed their elist utilizing options one and two (above). Due to their outstanding attention to detail and conscientious staff, only 2.2% opted-out of their mailing list to date. This provides my client with valuable feedback: (1) They have established strong relationships with 97.8% of their clients; (2) They know 22/1000 people who either have no need for their product, have resigned from their position or are simply an incorrect contact; and (3) They know their email recipients want to hear from them and continue to receive more information on a continual basis.
As we appreciate the organized sales person who calls to make an appointment, we also appreciate personally knowing the source of our emails. Without resorting to SPAM, clients will open and read the material you send to them. After all, that is the point, right?
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