The Power of Opt-In in Email Marketing

Most companies now use some form of direct marketing to find new customers, and to keep in touch with existing customers. Among the popular forms is email marketing which is, as the term suggests, the use of email as a marketing strategy.

While there are many different email marketing solutions, you need to be aware of the simple rules to ensure that your efforts are not wasted and getting your emails labeled as spam. One of these rules is on the use of opt-in in email marketing, which will be the focus of this article.

What is an opt-in?

Basically, an opt-in can be likened to a tick box which, if filled in by the user, indicates positively that the user would like to be contacted. Unless the user ticks the box then the organisation cannot use their details nor include them in the mailing list.

Make that double

There is also a thing such as double opt-in. Double opt-in is the act of getting subscribers to confirm their initial subscription through follow up email asking users to validate their address and then opt-in again. The follow up email contains a confirmation link that will verify that you own the address you registered for your subscription. Unless you log in and click that link, your address will not be added to the mailing list. This method helps in ruling out malicious or false accounts, and is fast replacing the single opt-in method.

Opt-in plus email marketing

In combining the two concepts, opt-in email marketing is now a method of advertising through email whereby the recipient of the advertisement has consented to receive it. This method is one of several developed by email marketers to eliminate the disadvantages of direct email marketing and against spam email.

This system is intended to eventually result in a high degree of satisfaction between consumers and marketers. If opt-in email marketing is implemented, then the emailed content being delivered will be “expected”. It also serves as a confirmation that the addresses in your mailing list want to receive the newsletters or updates from you.

A common example of permission email marketing or opt-in marketing can be found in email advertisements. In opt-in email advertisements, a company that wants to send newsletters their customers may ask them upon purchase of a product if they would want to receive newsletters in the future. These newsletters inform subscribers with upcoming promotions or new products/services. These confirmed subscribers build up the email list database which we also call opt-in database.

If there is an opt-in, there must also be an opt-out

An opt-out is also known as unsubscribing option. It is an opportunity for a subscriber to remove oneself from a list or lists so that marketing information is no longer received via email. It is mandatory in marketing emails to have an easy-to-use opt-out mechanism which should also be clearly visible in an email. This request must be effective immediately and adhered to in all future marketing.

Most reputable email marketing companies off these plus many more options.

Follow this practice and you will be able to give your customers the quality service they deserve.