Permission Based Email Marketing – A No Brainer
The old adage, “It’s better to ask forgiveness than permission” doesn’t hold in email marketing. Email marketing is a very personal medium unlike TV, print and radio. Emails are delivered personally, to you, just like a call to your cell phone. And nobody likes telemarketers, right? They call you when you are having dinner with your family, or are busy working and won’t take no for an answer. You don’t want to be that guy in the world of email marketing.
To avoid being “that guy” in email marketing it’s imperative that you ask for permission. Permission based email marketing will not only make you more credible, but will also create trust, build a better list and increase your return on investment. I go over What is Permission Based Email Marketing? in one of our previous blog posts.
When legitimate email subscribers give you permission to contact them you will know you are sending your messaging to the right audience and your open and click rates will be higher. People who actively subscribe want to know more about your company and offerings. Taking the time to build this list is key. Rushing into email marketing with unsolicited email blasts can have long-term negative impact that can bleed into the social realm. Everyone knows that strong relationships build strong business, so if you want to build strong customer relationships through your emails you better be asking for permission.
Opt-in Email Marketing vs. Opt-out Email Marketing
Opt-in Email Marketing: When a person fills out an opt-in form or checks a permission box while filling out a registration form of some kind.
Opt-out Email Marketing: When a person fills out a registration form and does not un-check the pre-checked email permission box.
As you can probably conclude, Opt-in email marketing is optimal. It’s better to be safe than sorry, especially when it comes to your business reputation. In the case of email marketing, it should be said, “It’s better to ask for permission than forgiveness.” Keep this in mind next time you get the itch to send out unsolicited emails. It’s the interested and loyal audience you want anyways. Now that you got permission based email marketing down, learn How To Improve Email Marketing Open Rates!