Permission Is Not Optional In Email Marketing

Permission Is Not Optional In Email Marketing

Permission is​ Not Optional in​ Email Marketing
Permission is​ not an optional extra,​ but is​ the​ basic apparatus in​ email marketing. Permission is​ the​ key component in​ gaining recipient trust,​ optimizing deliver-ability and getting investment returns. it​ is​ practiced by all legitimate email marketers. But many new email marketers,​ especially those from print,​ television,​ radio and direct mail background resist the​ idea of​ taking permission.

They fail to​ realize that email is​ different from the​ rest as​ it​ is​ a​ personal medium,​ similar to​ telephone. And the​ result of​ decline in​ telemarketing is​ a​ clear proof of​ this malpractice.

Email marketing isn’t about smacking the​ recipient with one email after another nor is​ it​ about list size. Initially some do get okay results when they do not take permission. These kinds of​ marketers send out floods of​ email to​ email list gathered in​ trade shows,​ from white paper downloaders and visitors. But for most of​ the​ marketers,​ mediocre result is​ not the​ goal.

When subscribers give permission for emailing,​ results such as​ increased response rates,​ better deliver ability,​ and increased brand affinity and trust can be seen. it​ does take time to​ build a​ list based on​ permission and to​ send out relevant messages to​ targeted readers. This list will become shorter by the​ day if​ this list is​ an unsolicited email list. in​ simple words,​ permission helps in​ achieving better results and it​ is​ the​ only method to​ build strong relationships with customers via emails.

Few marketers think that their non permission programs are bringing results which are just fine. But when they review their open rate,​ click rate and conversion rates,​ they can conclude that they could have improved the​ results by at​ least five times if​ they had used the​ permission based approach. Permission not only means the​ subscriber’s consent of​ receiving emails from the​ company. it​ can be further broken down into expressed consent and implied consent.

Expressed permission is​ what the​ subscriber gives when he fills the​ opt-in form or​ clicks on​ the​ email permission checkbox when he is​ filling the​ registration form. Implied permission is​ not given actively,​ but is​ a​ following result of​ another actions like not unchecking the​ pre-checked email permission box. This practice is​ not healthy and can affect the​ relationship with the​ customer. Therefore,​ expressed permission is​ the​ acceptable one. Implied permission can also be expressed as​ opt-out.

The U. S. issued law for commercial email in​ 2003 which is​ also called as​ CANSPAM. This law allows opt-out marketing if​ certain conditions are met. the​ opt-out emails should include a​ working unsubscribe link. the​ commercial email should be labeled as​ a​ promotional email if​ affirmative consent is​ not given by the​ recipient. This law only has legal criteria and does not promote opt-in or​ best practices. Opt-out email marketing gets the​ company blacklisted instantly. This means most of​ the​ money and time spend in​ emailing is​ wasted. in​ optout email marketing,​ there is​ a​ high chance of​ sending emails to​ addresses which do not exist or​ which block the​ messages.

Opt-in email marketing is​ of​ two types Single opt-in and double opt-in. in​ Single opt-in,​ the​ subscriber is​ automatically added after the​ completion of​ web form or​ after emailing a​ request. in​ Double opt-in,​ also known as​ confirmed opt-in,​ the​ subscriber is​ sent an automated email message immediately after the​ request to​ which the​ subscriber must reply to​ confirm the​ subscription and to​ be added to​ the​ email list.

Statistics and surveys have proven the​ benefits of​ using opt-in email marketing. Instead of​ wasting resources on​ people who aren’t interested in​ the​ company’s services or​ product,​ a​ small part of​ the​ same resources can be utilized effectively by reaching out to​ the​ targeted customers.

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