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Permission

Ask for explicit permission before you start sending emails

Explicit vs. Implicit
Why Explicit?
- At the very least, it is best practice and polite
- Just because you have an email address does not mean you can start using it
For address you have that don’t have explicit permission, run a one-time opt-in campaign

Implications of not asking for permission

From a legal perspective, not asking for permission puts you in violation of CAN-SPAM
Could also lead to headaches down the road. If you send to people who don’t opt-in, they will:
- Unsubscribe
- Report you as spam

Opt-In Process

Ask for just the right amount of information when opting Contacts in

Quick and painless is the rule of thumb
Only ask for information you are going to use
Start with an email address

Set realistic expectations about the types of messages you will be sending

Expectations around content and timing
Provide visuals on what they will be receiving – link to past newsletters or provide physical copies if you are collecting email addresses off line

Online Methods

Put your sign-up form throughout your website

Don’t forget about your blogs!

Integrate into any other forms you have on your site

Social Media

Facebook
- Link to latest message on your status
Twitter
- Tweet about latest issue, linking to the online version)

Include a link to your opt-in form in your newsletters

Add a note in your email signature

Include link to your online sign-up form

Link to the sign-up form in every transactional email you send

Order Confirmation
Shipping Notification
Customer Service Follow Up

Offline Methods

Get into the habit of asking everyone who contacts you

Be sure you are eloquent in the benefits to signing up

Promote sign-up on printed materials

Business cards
Brochures
Menus
Packing Slips
Receipts

Sign-ups at check-out

Verbally ask for permission and capture as part of transaction
Give patrons a method to sign-up (i.e. address book, fishbowl)
- Make it prominent

Attend networking events in your community

Collect business cards
Have sign-up forms at table tops

Additional Thoughts

Incentives work

Incent customers
Run employee contests

Have clients’/customers’ email address but not permission?

Send a one-time opt-in message
Send a postcard introducing them to your newsletter

The Welcome Email

Start communicating right away with a Welcome Email

Serves as a great reminder to people that they opted in

Further introduce your business to your Contacts

If you operate a retail location, provide store hours and directions
If you have a website, take them back to your site so they can become familiar with it

Reward your contacts from the outset for signing up to receive communications

Links to past articles
Incentive or discount

Confirmed Opt-In