Tips and articles
Opt-in e-mail is not spam . . . usually
E-mail is the one true killer application for the Web. In a PriceWaterhouseCoopers survey, over 83% of respondents indicated that email is their primary reason for using the Internet. Has the word "spam" kept you from using this valuable tool in your one-to-one marketing efforts?
Spam is "unsolicited email," sent without the recipient's permission. Usually the content is of little interest to the recipient. Often the content touts topics and offers of questionable value. Usually spam is deleted unread.
Remember, opt-in e-mail of value to the recipient is not spam. The receiver has chosen to receive e-mail from you because you have offered him something of value for doing so: a newsletter with information to help the recipient be a more effective manager; special offers on products of interest; technical information to help use your products; an on-line contest. The recipient wants to receive this e-mail.
However, even the best opt-in e-mail can turn into spam. Here are a few tips to help you keep your opt-in e-mail welcomed, read, and effective.
- Include subject headers that appropriately identify the content to the recipient.
- Be sure the content or offer is of value to the recipient.
- Keep the message short. The audience will take the time to read it.
- Regular mailings are effective; too many are annoying.
- Keep your mailing list clean.
- Allow the recipient to opt-out at any time.
- If a recipient opts-out, make sure the name is removed from your list.
- If you purchase a mailing list, be sure that it is an opt-in list.
- Respect the recipient's privacy. Don't sell your list without permission of the recipients.
Adhering to these simple guidelines will help you conduct effective e-mail marketing free of spam.
March, 2002
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