We have already talked abour the CAN-SPAM and also about how to build your lists, so now is a good time to perform a checkup on your opt‐in processes. Review everything from the data fields you’re collecting to the confirmation emails you are sending afterwards. Small changes can mean big gains in new audiences, as well as setting the proper expectations for subscribers.

  • Can you increase opt‐ins by reducing unneeded data collection?
  • Are you prominently directing web visitors to sign up for email? Can you place this on more pages, or in more visible locations?
  • Do you clearly define significant benefits for subscribers signing up for your email? Does the email you send confirming the opt‐in restate the benefits?
  • Can you set expectations and ask subscribers to “add this address to your safe list” in the opt‐in process?

The language you use, the support graphics, and the staging techniques you employ can make a huge difference between being ignored and creating an evolving, dynamic relationship that can enhance database precision, enrich dialogue, and help you showcase a larger scope of services. Check our previous blogs and test, test everything and remember, for you to test effectively, you need precise measurements, so be sure to use a good email system.

If you’re not using strict opt‐in policies,  start now. As consumers continue to tire of unwanted email, you’ll continue to see declining response rates if you are not using an opt‐in‐only process.

Come back tomorrow to learn about: Email marketing strategy: HTML or not-HTML ? … To be on top of frequent email marketing info, follo @3emailmarketing in Twitter.