How to Create an Opt in Email System
If your company markets to its customers and prospects by email, it will probably need to create an opt-in email process at some point. The opt-in process allows your email subscribers to voluntarily request your emails, sign up for the types of emails they want to receive and unsubscribe from those emails if they no longer wish to receive them.
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Instructions
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Provide your customers and prospects with a way to request email communication from your company. Email Marketing Reports recommends some of the following best practices for sign-up forms: Make the form easy to locate on your website, describe how you will use their personal information and explain what subscribers will receive and when it will arrive.
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Lyris, an email service provider, suggests that you give subscribers a way to choose between different types of email communications and, if possible, the frequency with which they would like to receive emails from you. Allowing your new subscribers to choose their preferred communications can help you prevent "burnout" of your list and reassure your subscribers that you value their desires.
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Transfer the subscription data you receive from your website to your email marketing system. If you have purchased services from an email service provider, your vendor may provide you with special code to include on your website that will automatically transfer the data to your email marketing account. Otherwise, you may need to manually import lists of new subscribers to the application you use to manage your email marketing.
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Manage your email lists carefully. If you gave subscribers the option of choosing different frequencies and types of email communication, honor their wishes and only send them what they specifically requested.
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Comply with unsubscribe requests. Although email marketers do not necessarily have to implement opt-in email systems, federal law requires anyone who emails commercial messages to provide a way for subscribers to opt out of future emails. On all marketing messages, you must provide an opt-out mechanism (usually a link to an email preferences or unsubscribe page) that functions for at least 30 days, and you must honor the unsubscribe request within 10 business days by ceasing all commercial email communication to the unsubscribed address.
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Tips & Warnings
If you have partnered with an email service provider, contact your provider directly for more information about creating an opt-in email system. The procedure will differ depending upon the vendor you use, and your vendor can assist you with implementing a process specific to your situation.
