About Opt-in Marketing by Email
Opt-in email marketing refers to the practice of sending emails only to those customers who request to be added to a company's email marketing list. Opting in to a list means customers have shown a demonstrated interest in becoming repeat customers for a business, making an opt-in list a valuable resource for marketing.
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History
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Opt-in email has become the standard practice in the marketing industry in response to consumer concerns about "spam," or unwanted commercial emails. In addition, companies that use email for legitimate marketing purposes use opt-in marketing to ensure that emails are only being sent to customers who wish to receive them, as part of an overall plan to satisfy customer preferences and interests.
Single Opt-In
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The basic method for getting subscribers for an email list, single opt-in requires that subscribers opt in to an email list by filling out a form. Making potential subscribers aware of the list by including sign-up forms on the organization's website and in key locations in retail stores is essential. Make the process of opting in to a list as convenient as possible by asking only a few questions of subscribers; this will increase sign-up rates. But requesting a little more information than basic name and address data allows marketers to tailor emails to readers' specific interests, making for more interesting, effective email messages. Adding a few questions on customer interests in specific products or services still keeps the opt-in form quick to fill out, while allowing for more targeted, customized email marketing.
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Double Opt-In
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Double opt-in lists are preferable to single opt-in, since they truly ensure that subscribers are interested in receiving emails. In double opt-in, recipients not only sign up to receive emails, but they also receive a confirmation message after they sign up, asking them to verify that they do, indeed, wish to be on a list. Many email service providers automatically set up all customers for a double opt-in process.
Maintaining Reader Interest
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Once opted in, about 1 percent of subscribers will generally opt out of an email list each month. Fewer opt-outs than that are an excellent retention rate. More opt-outs than that may be a reason for concern. Maintaining reader interest is essential to maintaining a viable opt-in email list. Creating interesting, regular emails with valuable information as well as offers helps keep subscribers on a list.
Growing Lists
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Getting new subscribers to opt in to an email list is a key goal for many marketers. Enabling sharing features is an another excellent way to grow an opt-in email list. A button allowing readers to forward emails to friends is standard with most commercial email service providers and should be prominently placed. Many email service providers now include features to enable subscribers to share an email on a social network such as Twitter. This can also bring an email program to the attention of a new audience and grow the mailing list.
Opt-Out
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The federal CAN-SPAM law specifically requires that opting out of an email list be convenient, and that the methods of opting out of receiving any commercial emails from a company be obvious to email recipients. Most email service providers have set up convenient, compliant opt-out methods for their customers.
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References
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