[There are no formal rules when it comes to email marketing etiquette. The one trend that we are seeing more is that good email marketing etiquette can make a big difference in how your customers respond to you and how they perceive your brand.
Email marketing etiquette can be critical to building a healthy, legitimate and reciprocal relationship with your customers and prospects. So how do you implement some of these tactics into your email programs? The following are some of the basic rules that we have found to be effective when it comes to email marketing etiquette:
1. Ask for Permission””Permission is powerful. When a prospect or customer tells you that it is okay to send them something, then they will take your email more seriously than if you do not get their permission. So try to work into your general marketing programs a strategy that allows you to get permission (or an opt in) from your customers or prospects.
2. Confidentiality””Be sure that you clearly post your confidentiality policy. Most email subscribers are concerned about their email address getting into the wrong hands or being bombarded with unwanted emails. Let them know what they can expect from you and what you will be doing with their email address. The greatest results come when you are honest with them. We recommend that you post your confidentiality policy, or a link to it, near your opt-in request box.
3. Give Them a Way Out””Just as you should make it easy for them to opt in, make it easy for them to opt out. Having a clear and functional unsubscribe option puts your reader at ease, and lets them know that you are professional and value their time.
4. Provide a Confirmation””Each time someone opts in or out, be sure that you send them a prompt confirmation. This should be a simple, automated response, ideally within a few minutes of their request. We always suggest that your messages include a brief note, such as “Thanks for subscribing to Gumas’ Marketing Smart. We look forward to providing you with valuable marketing knowledge each month.”
5. Monitor Activity Closely””Be sure that you or your advertising agency manages your database closely and responds to all inquiries or complaints promptly. We too often see companies not utilizing email for its real benefit””the ability to speak one-to-one to your prospects and customers.
And, as with all proper etiquette, “please” don’t forget to say please and thank you!! “Thank you.”
Until next month…
