Email marketing is a buzz… there is nothing disputing that. That said, people who engage in email marketing will tell you that they are still trying to learn what the rules of engagement with regards to what is acceptable and unacceptable email. In order for one to be successful in email marketing, one has to master the fundamentals of the Can Spam Act.
Email marketers need to have an understanding of the two permissions involved in their style of marketing. Grasping the disparity is what will help you to know how to effectively and speedily establish and keep a strong client base.
The first permission is the absolute permission to send an email. It can also be referred to as explicit permission. This permission comprises of a clear-cut agreement made between a business and a client to receive email communication. Ideally, it means that a client gave his or her consent to receive communication emails from your business organization. They can sign up for this in various ways. They include:
1. Filling out their information on a sign up tab within your business website.
2. Giving out their business cards during an event such as a planned trade show.
3. Signing up on a sign up sheet provided for them at the front desk of your company or business premises.
The second permission is the implicit kind. This kind of permission directly touches on previous clients who have already purchased the goods or services that your business offers. By purchasing any of these they ultimately imply that they have agreed that they would like to continue doing business with your organization. As a good practice, a marketer should always request such a client to confirm that previous agreement via an ‘opt-in’ process. You can do this easily when you redirect them back to your website where you can have them fill up the sign up form placed on your website. Alternatively, you can choose to contact them via the contact details they have provided and have them reconfirm that way.
You also need to consider the process of segmenting your client list, both for the explicit and implicit clients. You will find that as entrepreneur who is using the services of an email marketing provider, you will be asked to provide information regarding how you got your contacts. It is for this reason that you need to keep records showing just where your clients fall. That is, if they are explicit or implicit customers. Segmenting these lists means that you keep them separate but with careful consideration such that it does not burden your general database.
It is worth to mention here that email marketing providers do not accept purchased lists. This is for the obvious reason that they are not explicitly or implicitly permission related clients. Purchased lists are simply prospects who often end up wondering why are they receiving emails from your organization or business. In reality, they have no clue about the nature of your business and feel bombarded with unnecessary email messages. The result of this is that they will flag you as spam messengers and this will greatly damage any sort of relationship that you may have with your email marketing services provider. Apart from that, you may greatly put your business IP address at peril.
As a good measure, you need to have all the information regarding your lists pre-prepared before approaching an email marketing services provider of your choice. When you re-assert your implicit clients and build up a strong list of explicit clients, this is a guarantee of bringing more business to your company or business. It also helps a business to avoid unnecessary constraints put in place by email marketing providers.
The process of sending out an email is just as important as discerning how to use the contacts you have gathered over time. Through the email communication with your contacts, you want them to know your brand, who you are and what they should expect to get from you.
Armed with the information about how to classify your clients’ information, you can now start planning on implementing a tracking system that will outline just when a client became a contact. Such a system helps one to plan how often they should send email to clients. By viewing such a list you are better placed to know the frequency within which you send out emails to your clients.
Email marketing experts advice that you should re-contact your clients via email if you have not done any form of correspondence for a period of over six months. Do this to get explicit permission or to stimulate their interest.
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