Responsible email marketing and how to benefit from it

Spam seems to be increasing by the minute and this has become a major matter of concern for email marketers. Responsible email marketing is the only way by which organizations can make sure they are safe. This is the reason why responsible email marketing is considered the future of email marketing.

What is responsible email marketing?

Responsible email marketing involves carrying out email marketing by following certain guidelines, right from obtaining email lists to sending out mails. Permission based email marketing or opt-in email marketing can also be termed as responsible email marketing but not to that extent.

Permission based email marketing as the name suggests involves taking permission from the recipients of the e-mail before sending them any mails. Unlike other emails a permission based email cannot be termed as spam, but only if it has the following characteristics.

Permission based email marketing should involve

1.) Obtaining email addresses by legitimate means like opt-ins
2.) Sending emails with a functional opt out box
3.) Handing un-subscription requests at least on a weekly basis
4.) Providing valid contact information with proper signatures with every mail
5.) Sending mails following a specific frequency at all times

Permission based email should not involve

1.) Collecting email lists from email vendors
2.) Sending mails with porn (without clearly stating so) or potentially damaging materials
3.) Sending emails with false headers that may create obstacles in tracking the mail
4.) Sending emails with false IP addresses
5.) Sending mails that do not have a reverse DNS lookup with the domain name
6.) Sending emails with misleading subject lines and mail content
7.) Sending mails from a computer that you do not have access to use

So only in case the permission based or opt-in email marketing has these qualities can it be considered as responsible email marketing.

How to collect email lists to carry out responsible email marketing?

Getting email lists from email vendors is an easy thing to do but is not recommended in the least. The best way to collect email addresses is by providing opt-in boxes on your websites, advertising in related ezines, newsletters, advertising in forms/blogs etc.


Eleven pointers to follow while getting email lists using opt-in method

1.) Never provide pre-checked opt in boxes
2.) Never make your customers check the boxes by fake means
3.) Make the opt in process as easy as possible
4.) Never ask for too many personal details
5.) Tell your customers what they will get in case they opt in
6.) Provide incentives if required
7.) Provide a ‘mail to others’ button
8.) Provide a privacy policy and stick to your policy
9.) Give information about un-subscription requests

What is a single opt in and double opt in?

Single opt in emails are those that do not require a re-confirmation. For instance, a customer clicks on a check box and he is automatically added to the subscription list. A double opt in emails on the other hand requires the recipient to reconfirm that he actually wants to receive the mails. Only after reconfirmation is the recipient added to the subscription lists. For instance, after the recipient clicks on a check box, he receives a reconfirmation mail. Only if he replies the mail or clicks a link in the mail will he be added to the subscription lists. To be on the safer side it is always better to carry out double opt-in email campaigns

Benefits of responsible email marketing

Permission email marketing has lots of benefits as compared to bulk email marketing. Few benefits are listed below

1.) As opt in email required you to take prior permission before sending emails the chances of your mail getting termed as spam becomes negligible
2.) Opt in emails will help you create long term relationships with your clients
3.) Your can portray a professional and ethical corporate image
4.) As the email is personalized and highly targeted the chances of the recipient actually opening and reading the mail is very high
5.) Response rates will generally be higher
6.) You can generate customer trust

Although responsible email marketing may seem a difficult process it can benefit you in many more ways than as mentioned above. So let’s stick to responsible marketing and let’s eliminate spam once and for all.


About the author
http://www.ishopage.com is an all-in-one online shopping mall. This website sells computers and computer related products, fashion accessories, apparels, health and beauty products, electronic goods and toys.


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