Building Opt-In Mailing Lists - Part 3
- by Paul Nichols
Opt-In, Opt-Out
At the risk of belaboring what is obvious to most webmasters, the
key to good direct marketing with e-mail is that it be permission-based-i.e.
the recipients asked to be on your mailing list, and they have the
opportunity to unsubscribe. E-mail marketing firm MailWorkZ (http://www.mailworkz.com)
defines the terms this way:
An opt-in implies that a user must specifically ask to join a mailing
list or a newsletter before they are added. Users are not subscribed
to these listings by default. Users that specifically request a subscription
may remove themselves at a later date. Double opt-in requires a user
to join a mailing list. An e-mail is generated to the user and they
must then confirm this e-mail as well, to be added to the mailing
list.
More than preserving your site's good reputation is at stake--opt-in
click-through rates are typically 6-8 percent. Opt-out e-mail, like
traditional direct mail, has about a 1 percent response rate at best.
[6]
Note that there is such a thing as "permission deriving from a relationship."
This implicit opt-in applies in the case where a purchase has already
been made or some other relationship exists. Under such circumstances,
limited additional e-mailings or opt-in invitations can be appropriate,
even though unsolicited. But tread with care: "This is a balancing
act, to be sure. We need to carefully assess our implied permission
level with recipients and refuse to exceed that permission level without
their explicit consent. If we break the unwritten rules that govern
trust, we erode the credibility that enables us to do business." [9]
Nevertheless, a Forrester Research (http://www.forrester.com) study
recently confirmed that double-opt in lists have the most positive
effect on customer acquisition and retention. (Although other factors
apply, including relevant content, brevity, and reasonable frequency).
Several ways that you can solicit that opt-in, and thus build your
qualified list include:
- Always ask surfers if they want to be on your list
- Have a comments book that visitors can sign
- Offer a newsletter to which users can subscribe
- Offer contests/prizes, mentioning the mailings
- Collect e-mail addresses when making sales
- Basically, always ask when an opportunity arises
The opt-out option is particularly important, and also tricky. A
lot of users regard the opt-out as useless and to be avoided-it's
only going to tip off the spammer that they have a valid e-mail
address and then they can spam you even more, while selling your
"validated" address, too. It does happen, but your offer is honest,
and you have to make the user understand that. MEA Digital's managing
Director, David Herscott [1] doesn't think there's necessarily a
right answer applicable to all cases, but does offer some elements
that he regards as appropriate to any unsubscribe copy:
- Keep it simple
- Remind them why they are on the list
- Confirm their e-mail address in the unsubscribe
- Make your privacy policy available
- Let them know that they can change their preferences
- Give them opt-out alternatives (Web, phone, or e-mail)
Opt-outs don't erode your list-they make it stronger, better qualified,
and a more cost-effective tool. More than that, you actually succeed
in doing some marketing, building a good reputation and goodwill.
Rather than angering a prospect, you leave them with a positive
impression-and they may be back.
Part One: Building the List
Part Two: Outsourcing
the List
Part Three: Opt-In,
Opt-Out
Part Four: Sources
& Resources
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