Permission-based email campaigns increase readership from 17% to 43%.*
Digital relationship building isn’t much different than analog relationship building: trust factors heavily into both. And a growing and increasingly connected digital community spreads that trust. Blogs, podcasts and email provide avenues for both good and bad news to travel more quickly than traditional media. Some marketers are just beginning to grasp the concept of Trust Economies and their relevance for marketing.
55.9% of respondents cited knowing and trusting the sender as the primary reason for opening an email.**
By far the most important aspect of email marketing is the concept of permission. It’s the only thing separating you from the spammers of this world, but for many it remains a grey area. It doesn’t need to be. First of all, let’s clarify what spam is, and then what kind of permission you will need to use MailVox.
While the CAN-spam laws are a step in the right direction for classifying and reducing spam, they won’t protect you globally. Laws vary from country to country with the US laws more lenient than most. The best way to ensure your emails won’t be reported as spam (and get you blacklisted by prominent ISPs) is to take a lowest common denominator approach. Our definition of spam goes beyond the laws in many countries to ensure that you won’t have a problem anywhere your email list takes you. For example, Australian anti-spam law prohibits the US method of allowing bulk emails to existing customers even if they haven’t opted in. If your email list includes addresses in Australia, you must get their express permission before sending. Opt-out alone just won’t cut it.
Got a questionable list?
You may have merged with another company or just have an old list that’s been neglected. The best thing you can do to clean it up and ensure it’s a list of leads is to conduct a Permission Confirmation Campaign. This is a one-time email written and sent to confirm that the recipient exists at the address and still wants to hear from you. Anyone who does not respond in the affirmative is promptly deleted. You’ll end up with a sparkling clean list consisting only of verified and valuable leads. Don’t waste your sales force’s time following up on a larger dirty list.
*Selling Communications, Inc.
**Return Path, 2007