1. Only email those who have asked. It’s the law
If someone hands you their business card, don’t assume you can just add them to your email list. Ask first – the best time to mention it is when you get the card in your hand. Say something like: ‘I’ve got a great online newsletter, would you like to get a free subscription? You can leave it if it doesn’t appeal.’ Nine out of ten times you’ll get an affirmative answer.
2. Always honour their requests to opt-out.
Make it a simple process. Since people often have multiple email addresses, include on your email the address you have sent it to. This can eliminate a lot of angst on their side and frustration on yours.
3. Allow your customers and prospects to give you their preferences.
Information: how much and how often do they want it? For example, if you’re doing a daily email – cater to those who might prefer to have only some of the information. This makes it more relevant for them instead of having to scan through the entire email.
4. Do not sell or rent your lists.
Your email list can be your goldmine, one of the most valuable assets of your business. Don’t ruin it by selling or renting your email list.
5. Give and take.
You don’t think people give you their email addresses out of the goodness of their hearts do you? They do it in exchange for something of value to them. A gift, Information. Education. White paper.Chance to win. Be creative, but truly add value.
6. Respond to customer email inquiries promptly.
Why is it that once someone hits that send key on their computer, they expect an immediate reply? They expect that someone is sitting at a computer ready to read and respond to their email. Have an email policy and enforce it. Ensure that you have a 24-hour turnaround if at all possible.