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Permission-based email marketing involves sending promotional emails only to customers who have requested to receive them. This method has higher open and conversion rates than unsolicited bulk emails (SPAM). Businesses can build their own opt-in email lists or purchase an email blast service. Dual opt-in systems and free value-added information can improve results. The subject line should relate to the content, and companies must provide an easy unsubscribe process and contact information in every email.
Companies that send promotional emails only to those customers who have requested to receive such correspondence practice permission-based email marketing. These customers must consent or request to join these email distribution lists. Opt-in email advertising campaigns generally have higher open and conversion rates than unsolicited bulk emails.
The open rate is the ratio of the number of emails opened to the total number of emails sent. The conversion rate is the number of sales that were completed as a result of the email campaign, compared to the number of emails opened by customers. Both types can be used to track various types of information.
Unsolicited emails, known as SPAM, don’t get good response rates and are considered annoying by many consumers. Such emails can also ruin a company’s image. In the United States, SPAM was made illegal by the Controlling the Assault of Non-Solicited Pornography And Marketing (CAN-SPAM) Act of 2003.
Permission-based email marketing is much cheaper than producing a direct mail campaign that has to be printed and mailed. Email campaigns are also highly targeted, which can lead to better response rates. With permission-based email, the company only markets to consumers who have specifically asked to receive information about the company’s products.
Businesses can build their own opt-in email lists or purchase an email blast service from another company. Email service providers only send emails to consumers who have requested to receive various promotional emails based on their individual interests. Many providers focus solely on providing opt-in advertising emails to other companies. This gives permission-based email marketing users various options to increase sales at a relatively low cost.
Businesses often use a dual opt-in system to boost the results of permission-based email marketing campaigns. In a double opt-in system, the customer requests to receive promotional emails and provides an email address. A confirmation email is sent to the customer with an activation link. When the customer opens the email and clicks on the link, the customer is subscribed to your email list.
The double opt-in process helps ensure that the customer actually provided the email address. It also reminds the customer that he has subscribed to the mailing list. This reminder helps the customer determine that future emails received are not unsolicited bulk emails. This reminder helps increase open rates.
Another way businesses can improve the results of permission-based email marketing campaigns is by including free, value-added information in emails. For example, a food company might include barbecue recipes along with an offer to save money on its new barbecue sauce. The added information gives email recipients information they can use whether or not they’re in the market for a new sauce.
While this may not result in an immediate sale, the email built customer friendship by providing free information. This will entice the customer to open future emails. One of these emails could lead to a sale.
Companies communicate the content of the email in the subject line. The subject line should give the recipient a reason to open the email. The content of the email should be related to the subject line. Typically, customers who feel tricked into opening an email won’t make a purchase.
It is also important, and required by the CAN-SPAM law, that the company provides information on how to unsubscribe from permission-based email marketing lists. This information, along with company contact information, should be included in every email. Making the unsubscribe process easier for the customer will build goodwill for the business as well.
