Getting started with your online bulletin from scatch often means overcoming a few hurdles. Not the least being the 'spam' question. Spam means many things to many people but mostly it is simply unwanted and unavoidable email. Helen wrote to me recently with a very common problem: how does she get her e-newsletter started without coming across as spam?
"I am trying to find out information about spam. I am in the process of selling your on line newsletter to my organisation but am finding convincing them that it is not spam is a difficult task. I would really appreciate any
assistance" - Helen
You aren’t alone, Helen.
Spam is a big issue and is what sets permission-based marketing apart from the rest.
Permission based marketing is essentially asking permission to send newsletters and/or promotional material to your contacts.
Spam is doing it anyway - no matter what your recipients request
Newsletters are recognised as the foot in the door and as such are invaluable if you wish to get permission to sell at a later stage or to build value to an existing relationship. The main question people have, of course, is: how do you get permission to send in the first place without spamming?
Since the newsletter service you are using provides the facility to unsubscribe it covers the most essential requirement of permission marketing - and prevents your communications from being perceived as spam.
You are sending out to people who are on your database - not harvested by some spam program, or from a CD list. So there is really no problem.
In theory, you should knock on their door, ask them to fill in a subscription form, give them a copy, send them a confirmation email and collect a DNA sample for future verification.
In practise, a little bit of common courtesy goes a long way.
- In the first message you send to your list of contacts, let them know exactly who you are and what you intend to do.
- Tell them that if they wish to unsubscribe, they are welcome to do so. Provide a direct link, and ake sure this message is the first thing they see when they open the email.
- Keep your initial message short. No one wants to read four paragraphs to subscribe to a newsletter.
- Make the prospect of receiving future emails enticing and keep your promise.
- Honour all opt-outs and follow up with a confirmation email giving them the opportunity to re-subscribe anytime.
- If you are going to include any marketing and promotional information in your future communications, keep them focused and not too frequent.
I hope this helps Helen - and anyone else in a similar situation. If you have any questions please email me. I will be glad to help.
