|People are coming to your website and entering their email addresses to get the specific information that you are going to be sending via our e-Marketing||Perfect. They are asking you for a newsletter? You are sending them a newsletter. They are asking for product updates? You are sending them product updates. They are asking to get your blog posts via email? You are notifying them when you publish new content there.|
Delivering information to people who come to you and ask for it is EXACTLY what we are here for.
|You bought a list of "business opportunity seekers," "fresh opt-in leads" or any other type of list.||An absolute No!|
We could go on forever why but the long and short of it is:
You do not like getting spam. Neither does anyone else. Buying lists like this and emailing them is out-and-out spamming. Trying to send messages to addresses you acquired this way will get your account closed faster than you can say "and we will not give you a refund, either."
You are better than this. Do not be part of the problem; be part of the solution. Build your own list of subscribers, who are interested in what you specifically have to offer.
|You meet Jan at a business lunch, networking event, conference, etc. After talking, you realise that you may be a good fit to do business together in the future. So you exchange business cards.||Jan gave you her card for the same reason you gave her yours - you want to talk later about doing business together.|
If you want to add her to your list, you need to ask her while you are talking. Write her answer on the back of her card - "Add" or "Do not Add" - so that later at your desk, you can see whether or not she wanted to subscribe.
|You connect with Steve on LinkedIn, Facebook, twitter or another social network||Connecting with you on LinkedIn, Facebook, or any other network does not mean Steve wants to be subscribed to your email list. (Do you want to be on every one of your LinkedIn contacts email lists?)|
Just like with the business card exchange, you need to ask Steve before adding him to your list. Ask him after you are connected. If he says "yes," then add him.
|You run a competition to win a free lunch. You set up a bowl and people drop their business cards in it to enter.||If you dropped your business card in there, and instead of a free lunch, you got added to someones list, you would be annoyed. That is not why you put your card in there!|
It is important to realise that there is a cost associated with receiving email - the time out of a subscribers day that is taken up reviewing their inbox and (if they choose) reading your message. That cost is on them, not on you, and you need to make sure that they are aware of what they are signing up for.
Read the next situation to see how to better do this.
|You set up a bowl for people to subscribe to your newsletter. You state that each month one new subscriber will win a free lunch.||Much better. I am signing up to your newsletter, AND entering myself in the drawing simultaneously. I am aware that I am going to get email messages as a result of dropping my card in the bowl, and I have got nobody to blame but my own freebie-seeking when those messages show up in my inbox.|
|You have been using an online opt-in or in-store signup form to collect addresses for awhile, but you have never done anything with those addresses. Now you are ready to.||How long has it been? People who signed up last week and people who signed up last year are NOT equal.|
Permission is specific: subscribers are asking a specific person - you - for a specific piece of information, at a specific time. As time passes, so does their interest.
If it has been more than a couple months since someone signed up, that permission is stale. Do not bother with them. If it is less than that, go for it. Take care to remind subscribers WHY they are getting an email from you and to work to restore their trust in you.
It is important here to separate out the "newer" subscribers (who you are going to email) and the "older" ones (whose permission has expired). If you can not distinguish between them, you are better off throwing out the lot of them and starting over, today.
|You attend or exhibit at a trade show. Prior to the trade show, the organizer provides you a list of the attendees and their contact information.||Same as the business card exchange. The other attendees did not pay the entry fee so that they could get email from you.|
Can you imagine a trade show with thousands of attendees, where everyone did this? You would start getting thousands of emails overnight. Not good for anyone.
For a better idea, keep reading:
|You go to a trade show. At your stand, you provide a signup sheet, or a box/bowl for people to drop their card in specifically to get on your list.||Now, you are getting people who are interested in YOUR specific business and information.|
By the way, act promptly with these addresses. The longer you wait to start delivering value to them through your messages, the less likely they are to remember who you are, and to stay on your list.
|You are a member of the local Chamber of Commerce or any other organisation of that matter, and you are provided with a list of the other members and their contact information.||Being in the Chamber of Commerce or a member of any other organisation does not mean you give up control over your inbox.|
If people have not requested information from you, do not add them to your list, regardless of whether or not they are a fellow business owner in your area.
|You export your Contact List from Microsoft Outlook or an Excel Spreadsheet you have been compiling.||Slow down for a second. WHO are you exporting from there? Just people who subscribed to your list while you were managing it manually? Or are you exporting EVERYONE in your address book, without regard to HOW they got in your address book in the first place?|
Permission is not taken, it is given. Do not just add people to your list because now you have got their email address. Add them if they GAVE it to you in order to get on your list.
|You own a business, restaurant, shop, etc. On each table or in reception area, you leave a pen and a card offering your newsletter.||As long as people are leaving their email address specifically to get on your list, that is perfect.|
And just like the trade show signup - do not delay in getting those people on your list. Remember, as time passes, so does their interest, and permission eventually expires.
|You offer email support on your website. People email you questions about your product. You want to add them to a prospect list. After all, they are obviously interested in what you have to offer, right?||They may have had a question about your product, but they did not ask to be subscribed to your list. Adding them is not a good way to build trust and credibility.|
When you reply to support emails, use your signature file toinclude a link to your opt-in form for them to use.
|You are in charge of a group of co-workers who are working on a project. You want to use e-Marketing to send them notices about meetings, changes in schedule, and other related information.||Co-workers or not, anyone who you email with our e-Marketing must ask you for that information specifically. Spam complaints from co-workers are just as serious to ISPs and to us as complaints from any other subscribers.|
Make sure that you personally check with each member of your team and get their permission prior to importing them into your CRM account.
|You have a list of email addresses you collected from Facebook fans and Twitter followers, who you think would want to receive your email newsletter too.||You know what good email marketers say: "Never assume -assuming makes a spammer out of you and me". By following you one way, a viewer is not saying they would like to follow you every which way.|
You might ask your viewers if they would like to get your newsletter, directing them to a form on your site to sign up. But do not add them without specific permission.
Email Marketing and Anti Spam Policy Print
Modified on: Wed, 8 Feb, 2023 at 1:23 AM
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