Assorted Wisdom

Creating Email List

Email marketing without permission, can mean disaster for your email marketing. You can’t legally send email’s to total strangers and even if you could, it does not make any people happy by sending emails they didn’t ask for. Therefore, an email list without permission is very priceless. However, when an email list includes the email addresses of prospects and customers who have explicitly asked your business to send an email to stay informed, you have a very valuable asset for your marketing strategy.

Permission Level:

First step in the process of building a permission-based email list, is deciding on a permission level. There are three basic types of permission, the lowest permission level is implied permission, for example; when someone hands you a business card and says let’s stay in touch you could assume that means send a few emails. But be careful with oblique authorisation, as people may be unpleasantly surprised if you start sending marketing emails without initial authenticating the content & the frequency of those emails. It is a good idea in the case of implied authorisation to send an email authenticating your choice to add someone to your email list and include a link for opting out if your new implied subscriber doesn’t want to be on your marketing email list.

The second permission level is explicit permission for example; someone fills out an online form to join your email list that person is given you explicit permission to send emails as your email sign up specifies this. Explicit permission, is the industry standard for email marketing and the suggested level of consent for email marketing providers.

Third permission level is confirmed permission, also known as double opt in. Confirmed consent works like this, when someone explicitly opts to be in your email list. You send an email asking the new subscriber to confirm their decision to join the list. Usually, this happens by clicking on a link or replying to the verification email with a precise message. Confirmed permission insures that your email list subscribers are highly involved in receiving your emails and confirming permission generally improves your delivery rates too.

You should avoid building your email list, based on someone else’s permission. For example; don’t send marketing emails to people on email lists wanting your vendors, your colleagues,  partners or trade organisations. If you want to arrive at people on other email lists inquire the owner of the list to send emails to their list on your behalf. Asking them to explicitly opt in to your email list. If you decide to use a list broker, make sure the list broker uses are completely compliant with all laws and industries best practices. Since your email list is valuable, protect it like an asset. Don’t share your email list with anyone and don’t violate your permission standards by sending emails to subscribers that didn’t sign up.