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You've crafted a highly dynamic, engaging email campaign…now what? Without a list to send it to, the email campaign is worthless. Acquiring addresses is as essential as creating a targeted message. So where do you start?
First, it's important to understand the CAN-SPAM requirements for commercial email as well as how the definition of SPAM has changed over time. According to CAN-SPAM regulations, you must receive permission from your email recipient in order to send commercial or bulk email.
(1) AFFIRMATIVE CONSENT- The term ‘affirmative consent', when used with respect to a commercial electronic mail message, means that--
(A) The recipient expressly consented to receive the message, either in response to a clear and conspicuous request for such consent or at the recipient's own initiative.
Over the last couple of years, however, junk email has been defined as any email that a recipient doesn't want to receive, regardless of whether or not they've opted to receive it. When it's all said and done, what matters most is how your recipient feels about the messages you send them. Permission ensures that you are creating a good list that creates a beneficial rela-tionship for both your company and your recipients. “Opting-in” reiterates that your customers have opted “in favor” of that relationship.
Benefits of an opt-in list:
- Achieve Higher Subscriber Retention Rates – according to a report by Forrester Research titled “Email Marketing Needs Permission”, opt-in lists retained 49% of their subscribers while those that didn't utilize opt-in lists only retained 28% of their subscribers.
- Engage More Valuable Prospects and Customers – those that are willing to opt-in to receive your messages are also going to be more willing to provide additional data such as preferences allowing you to create more relevant campaigns.
- More Profitable (higher conversion rates) – it's inevitable; someone who requested to receive content from you is much more likely to open, read, and convert. Remember to use the data that you have collected to ensure that the message is timely and meets the needs of the customer. In other words, deliver what you promised at registration.
- Reinforce Reputation – ensure that the messages delivered to your customer's inbox are as intended, by doing so you reinforce the trust that you created when they signed up to receive your messages. Deliver on time, relevant content with the frequency promised and you will create a relationship that will last from opt-in to win-back.
So we've discussed the benefits of creating an opt-in list, but how do you acquire those contacts? There are several different models of acquisition and many channels that you can use to impact your list growth positively.
- Opt-in Acquisition – pretty straightforward. You allow your prospects and customers the option to check a box and subscribe to your opt-in list.
- Confirmed Opt-in Acquisition – a confirmed opt-in not only allows the customer/prospect
the ability to register to receive your email marketing, but also includes a follow up email that reminds the customer of what they opted-in to receive.
- Double Opt-in Acquisition – often believed to be the best mode of list growth, a double opt-in includes the customer opting in, receiving an email, and requiring confirmation that they did in fact register to receive the email marketing. Double opt-in often times have a much higher retention rate as well.
After determining your opt-in preference, you will need to determine your offer. What will your opt-in pitch be?
- “Easy Join” Promos – promoting an “easy join” on your website can prove very successful. By
putting very few requirements, beyond the standards, you can grow your list quickly and
effectively. Offline call-to-actions – does your company offer in-store offers to subscribe to your email marketing campaigns? If not, you should consider it, and make it as seamless for the instore shopper as possible. Perhaps create an easy form that can be quickly completed at chec out. You may also consider creating an offer or incentive to join such as “$5 off your purchase when you sign up for our marketing”.
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