Definition of Opt-In Mailing Lists
Today, successful mailing campaigns typically include building opt-in mailing lists. Opt-in mailing lists refer to the process of building a list from persons who request to put their names and email addresses on a subscriber list in order to receive some type of information. Usually, a device called an autoresponder will automatically send back a confirmation reply to interested persons.
The intention behind creating a personalized opt-in mailing list is to accumulate a list of targeted subscribers who have expressed an interest in your information, products or services. Instead of buying mailing lists that often contain false, outdated and undeliverable email addresses, marketers who build their own opt-in mailing lists usually realize a better response rate to their mailings.
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Building Your List
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There are a variety of methods used to create opt-In mailings lists: 1) web forms are used to collect names and email addresses; 2) collect the email addresses of the persons who send you emails; 3) gather email addresses at meetings or presentations; or 4) record email addresses received on correspondence, fliers or business documents.
Whichever route you choose to obtain this valuable information, it is extremely important that you properly verify all subscribers before adding them to your list. You must not only obtain the permission of subscribers, you should also keep actual proof that the owner agreed to receive your email.
There are three types of opt-in procedures utilized by marketers for gathering names and addresses: opt-in, confirmed opt-in and double opt-in.
Opt-In
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Opt-In mailing lists are pretty straightforward. Usually a visitor fills out a form on a website requesting free information or a free ebook. In turn they give up their email address and receive a download link to the information. This type of list may lead to complaints because third parties can add friends, family members or other unsuspecting people to your email list without their permission. You do not want to be accused of spamming.
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Confirmed Opt-In
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People who subscribe to confirmed opt-in mailing lists will receive a confirmation email when their name has been added to the mailing list. Generally, the email includes a link contained within the body of the email that will permit the recipient to unsubscribe. It usually includes language like:
"You received this email because you or someone else added your email address to our mailing list. If you would prefer not to receive this newsletter in the future, please click on the link below."
The confirmed opt-in, which adds a step to the ordinary opt-in process, provides a better level of protection against receiving spam complaints.
Double Opt-In
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Double opt-in mailing lists are strongly preferred among most email marketers. This is the most solid method for building a list-responsive mailing list with fewer complaints. The subscriber is required to take two steps to add his name to your mailing list. First, the person must fill out a web form requesting to receive your information. A confirmation is then sent to the subscriber. He must reply to the confirmation email in order to have his name added to your list.
If the prospective subscriber does nothing, the name will not be added to the mailing list. This process of requiring the subscriber to take two distinct steps usually results in the best response rate and the lowest spam complaints.
Autoresponders
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Autoresponders are indispensable tools for building your opt-in mailing lists. It is an automated mechanism that allows marketers to send email messages, newsletters and other information to customers and subscribers who requested the materials. Once the delivery system has been set up, a series of messages can be sent automatically at intervals specified by you. Autoresponders allow you to "set and go," and you never have to touch it unless you're ready to send something different. Many companies use these devices to send multiple-part courses as a technique to pre-sell their products and services.
CAN-SPAM Act
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The CAN-SPAM Act of 2003 spells out the requirement for marketers who send commercial emails. It outlines the penalties for spammers who violate consumer rights by spamming them. The main provisions of the law are: 1) false or deceptive headers are not allowed; the name of the person sending the email and the originating address must be accurate; 2) misleading subject lines are prohibited; 3) you must include an opt-out method for subscribers and honor their request to be removed from your list.
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