6 Ways to Gain Consumer Confidence With Permission-Based E-Marketing Campaigns

In its recent whitepaper, Mailing With Permission, e-mail software and service provider Lyris Technologies breaks down the various aspects of permission-based marketing, from subscription processes to the expectations you should establish for your customers to privacy regulations. Here are six of the whitepaper’s do’s and don’ts for creating a successful permission-based marketing campaign.

1. Require double opt-in.
As the most ethical subscription standard, double opt-in requires prospective members to confirm their memberships before receiving your next mailing, protecting them from receiving mail they didn’t sign up for. And it’s beneficial to marketers as well. Consumers who confirm their subscriptions are most likely to remember it when they receive your e-mail, making it less likely they’ll report the message as spam, the whitepaper says. Some more benefits to the double opt-in subscription process include the following:

* it builds an audience that truly wants to hear from you;
* it increases mailing delivery rates;
* it keeps your list clean;
* it maintains good ISP relations; and
* it increases response rates.

2. Make it easy to unsubscribe.
Permission-based e-mail lists aren’t permanent. Allowing members to remove themselves from your list quickly and easily will maintain the trust you previously established with them. All the while, it leaves a positive feeling, making it more likely that some of them will resubscribe at a later date, the whitepaper says. Include a one- or two-click unsubscribe function in the footer of each message to show your customers you’re an ethical marketer. This also helps to differentiate yourself from truly unsolicited e-mail while you’re complying with the law.

3. Avoid renting lists.
Sending e-mails to acquired lists may appear attractive with the promise of additional leads or sales, but it also generates anger and ill will from recipients who see your message as no different from all of the other spam they receive, the whitepaper points out. An alternative to renting or purchasing lists is to advertise on another Web site. Include a clear call to action, such as “Join our list for special savings.” This approach may help you add a small net increase in names, but you’ll be far more assured these people actually want to hear from you.