Opt-in email services allow users to agree to receive specific advertisements and information. Advertisers use links or sign-ups to ensure no one is spammed. It is cheaper than traditional marketing, but some companies sell email addresses without consent. Reputable companies offer to post ads on their list, but it takes time to compile. Federal laws regulate advertising and spamming, so it’s important to understand the rules or hire a reputable company.
In an effort to avoid “spamming” or the mass sending of unsolicited email ads, some businesses have started using opt-in email services. This type of service simply means that the user has agreed to accept advertisements and information on certain specific topics, such as company newsletters, coupons for particular services or messages announcing new products or sales events.
The opt-in email prompts the target to opt-in by clicking a link, signing up, or confirming their email address. Some advertisers even use a double opt-in email option, which requires at least two separate actions to receive a message or newsletter, to ensure no one can claim to have been spammed. Consumers are always free to opt-out of such mailings at any time.
Obviously, opt-in email advertising is much cheaper than direct marketing via snail mail, door-to-door sales or telemarketing. Paper, print, envelopes and postage can add up quickly. Door-to-door sales require the payment of commissions. Telemarketing results in high long-distance bills, often to no great effect, as consumers become increasingly turned off by such calls. Even if you pay a fee for opt-in email advertising services, it will still cost less than the overhead and ongoing expenses of these more traditional options.
While email opt-in appears to be the answer to quick, easy, and inexpensive advertising, it may not be the perfect solution. Some companies come across dodgy companies that simply sell collections of email addresses even though the owners have not actually agreed to receive advertisements. Email addresses are often “harvested” from many different online sources, and lists are bought, sold, and traded frequently. It is difficult to know for sure how the email addresses were obtained.
Most reputable companies will offer to complete submissions for you and post your ads on their list. They are unlikely to provide lists that took such an effort to compile. The people who have actually agreed to participate in the opt-in email are not easy to find. Compiling a list like this takes a lot of time and energy, because most consumers are reluctant to accept ads, so it’s something you should keep in mind when looking for a service.
Also, keep in mind that there are federal laws regarding advertising and spamming. You could get in trouble with the Federal Trade Commission if you don’t follow all the rules exactly. Make sure you understand the ins and outs of email advertising, even email opt-in, or hire an experienced, reputable company to handle your advertising.
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