It’s common knowledge that email marketing has many benefits and is one of the best ways to grow your business. Email marketing has a higher return on investment than other channels and is an effective way to convert subscribers to customers.
But before you can engage in email marketing, you must build your opt-in email list. We’ll explain opt-in email marketing and share tips for email marketing best practices.
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Email marketing involves sending commercial emails to your email contact list, also called your subscribers. However, before you can send emails to your subscribers, you must receive their permission. This system is called opt-in email marketing.
Opt-in email marketing is an essential aspect of complying with FTC regulations. You must also make it easy for subscribers to opt out of your list if they no longer wish to receive your business emails.
When subscribers opt into your emails, they give your business explicit permission to email them in the future. Here are three reasons why this permission is critical:
You must give customers the choice to receive emails to comply with an online business law called the CAN-SPAM Act. This regulation sets guidelines for how your business can use commercial email marketing.
According to the Federal Trade Commission, failing to comply with the CAN-SPAM Act could lead to fines of up to $50,120 per email. Fortunately, the law isn’t difficult to follow. Its requirements include the following:
If you hire a company to handle your email marketing, you must ensure they follow these requirements. It’s your responsibility to monitor an email service’s actions on your behalf.
Avoid trigger words that can send your emails to the spam folder. For example, “act now,” “avoid bankruptcy,” and “as seen on TV” are phrases that will prevent your content from being delivered to your audience.
Your email marketing campaigns must comply with the General Data Protection Regulation (GDPR). The GDPR is the European Union’s privacy law; it applies to your business if you collect EU citizens’ email addresses.
Like the CAN-SPAM Act, the GDPR states that your company must receive explicit consent before emailing a subscriber. You must also make it easy for subscribers to opt out of future email communications.
Good email opt-in practices will help you protect your brand. Email marketing is a tool for building relationships with your subscribers. But if you send them spam emails or make it difficult for them to opt out, they’ll stop trusting you.
Additionally, if subscribers report your emails as spam, your email delivery rate can diminish. If your company has an unusually high number of complaints, your email service provider could even suspend your account. These situations will negatively impact your business and could hurt your sales and profitability.
Opt-in email marketing has two primary tactics: single opt-in and double opt-in:
Using a single opt-in process can help you grow your email list faster because subscribers have to do less work. Some subscribers may be too busy to take the extra step of verifying their email addresses. Meanwhile, the double-opt-in method may create a higher-quality list of active subscribers who are genuinely interested in receiving your communications.
No laws require a double opt-in system, so whichever method you use depends on your preferences.
Most consumers are inundated with daily emails. For this reason, your website visitors may not be in a hurry to add another weekly email to the mix. Here are a few best practices for encouraging people to opt in and join your list:
Are you looking to create an email opt-in form but unsure about getting started? Here are a few examples to inspire your efforts:
Source: I Will Teach You to Be Rich
Here’s why this opt-in form works:
Here’s why this opt-in method works:
Here’s why this opt-in works:
The best email marketing software and services can help you design and execute high-quality opt-in email marketing campaigns. Here are a few excellent options to help you choose the right email marketing service:
You must give your customers the opportunity to opt in and out of your company’s email list to comply with local and overseas policies. When your consumers opt in, they give you their permission to send weekly newsletters, promotions and marketing messages. And if they choose to opt out, you should remove them from your list immediately.
Once you have new subscribers, keep them engaged by providing valuable content, personalizing your emails and varying the types of content you send. That way, you’ll continue to grow your list and maintain an active subscriber base that looks forward to reading your emails.
Linda Pophal contributed to this article.