Aquiring Email Addresses The Right Way offers the following advice for building consent-based email lists to market your programs.

To make sure you’re acquiring email addresses the right way, follow these four guidelines:
1. Send email only to those who have opted-in. Again, the idea is simple; people are overloaded but they will generally read what they’ve asked for.

2. Obtain opt-in permission via common methods. These include single opt-in, double opt-in, or confirmed opt-in. Be sure your marketing automation provider delivers the tools to easily track who asked for what, and when. Not only is this critical to communicate effectively with customers, but you can learn a lot about how to influence them by noticing their communication preferences. Remember that you cannot send email to customers requesting permission to send them email.

3. Do not purchase or rent mailing lists. Beware the SPAM Trap! Found in most purchased or rented lists, SPAM Traps are “triggered” to cause email to be treated as SPAM. Having such a trigger in your mailing is a red flag for ISPs. The quality of purchased or rented lists is unverifiable, even from providers who say they’ve gotten people to opt-in, so they are better avoided. Some ISPs will also have what is known as “Honey Pot Traps” these are email addresses that the ISPs are aware have been inactive for at least 12 months and therefore they may consider emails to those accounts as SPAM.

4. Always be up-front. State clearly what the contact is opting-in for. After gaining their permission, the credibility of your brand and the quality of their customer experience hinges in part on giving them what they thought they were receiving. Do not be misleading.

Newsletter - August 2010

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