Permission-Based Marketing?
When you send out promotional emails to a list of subscribers who have chosen to receive your messages that is what you call “
permission email marketing". When a person chooses to receive an email from you, that person has chosen to opt-in. These opt-in subscribers are already your potential customers and sending emails to these people will surely translate to a positive response from these individuals.
Email marketing can either be Opt-In or Opt-out. Opt-In marketing is sending your promotional emails only to your list of people who have voluntarily chosen to receive emails from you. These group of people are already interested in your product/service and have a good potential to become your customers. In comparison, Opt-out marketing is sending your emails to a general group of people whose email addresses come from lists that have been harvested from other websites. This method has proven to be ineffective and would only be a waste of your time and resources.
Is Permission-Based marketing legal?
In January 2003, the CAN-SPAM Act of the United States took effect and regulated all emails that are sent out as part of marketing campaigns. Opt-In or Permission-Based marketing is well within the legal limits of the CAN-SPAM Act. If you are careful to follow all the provisions of this law and send emails to your opt-in subscribers, you will not be in any violation of the CAN-SPAM Act.
Market to genuinely interested parties only
People in your mailing list have already expressed an initial interest in your product or service, precisely why they opted-in to receive your emails. By marketing to this select group of people, you are already sure that your emails will be welcomed and the chance for a positive response is very high. Concentrating your marketing efforts on these people will be an efficient and effective way to gain customers.
By sending emails only to your subscriber list, the chance of being black listed as a spammer runs relatively low. By doing this practice, you increase your good reputation and gain the trust of your customers. When these people receive an email from you, they already know whom it’s from and they won’t hesitate to open and read your email and not mark it as junk.
Opt-In Email addresses are accurate
Email addresses from your opt-in list have a high accuracy and email deliverability issues will be minimal. When you purchase list from email list brokers, you will find that most of these email addresses are no longer active, are fabricated, and a lot of your emails will bounce back. This is usually the case because these email list brokers harvest or generate this list through illegal methods. Some even just make up email addresses by making variations of the original email address. Not only are these lists costly, they are also ineffective and will render you in violation of the CAN-SPAM Act.
Conclusion
In conclusion, if you want your
email marketing efforts to bear fruit, Opt-In or Permission-based marketing is the way to go. This way, you get your message to the right people, using the right way and you will be sure that your efforts will not go to waste.
