Be opt-in it, to win it

17th March 2011 By Louise Stephens in Email design

Sending an email marketing campaign to a list of people who have not agreed to receive your mailings is akin to cold calling, guerrilla direct mailing or spamming. It’s not a great idea if you want to foster long-term fruitful relationships with your clients or suppliers and does nothing for your transparency or reputation.

A great database should be one where every person on that list has signed up to your T&Cs and agreed to be part of your communications. Uber cool email marketers will even send an initial email to double check that the people on their list want to receive the mailings, in what is known as a ‘double opt-in’.

Although it seems rather scary to be so upfront with your targets, it is best to weed uninterested parties out early. Why not set a target of six or 12 months and remove anyone that has not opened your emails within that period from your database entirely?

Here are some reasons to use opt-in data:

  • Your sheer transparency will be great for your company’s reputation
  • It shows that you are a quality company that can be trusted
  • You will naturally receive a better response rate
  • Your conversion rate will soar
  • Your readers will be more likely to read your mailings regularly and forward to other business associates
  • You will save money by not wasting credits on emails to people who do not want to read your information

Have you ever used a double opt-in email? How has it worked for you?

Louise Stephens
About the Author

Louise Stephens

Louise is an email marketing consultant at little green plane. She advises and builds lasting relationships with our existing clients as well as handling all new business. Louise also conducts full demonstrations of our software and will advise on the right package for your business. Louise is passionate about email marketing and will happily train clients on a number of topics including; best practice, engaging your audience and getting the best return on your investment.