The most straightforward and non-debatable way to embrace permission marketing is to officially and unequivocally obtain permission. This could be done in various ways:
- Opt-in form on your website.
- Opt-in form in your store or at events (remember to have a privacy policy handy, just like you have available on your website).
- Opt-in form on a partner website-- co-registration works well if it is very clear what the users are opting in for. Misleading partner sites will result in a lose-lose situation. You will pay for the registration and then the recipient will unsubscribe or not respond to your emails.
So by following these not so complicated standards, you will be in the good graces of following peer best practices and industry standards. Remember, your job isn't completely done when you gain their permission (and store the data properly). In order to be CAN-SPAM compliant, each mailing to your opt-in list must contain the following:
- A relevant subject and from line. Don't mislead in any shape or form. Spammers practice this trick all the time. The best and most straightforward from line is your brand name. The subject line should provide an accurate teaser or description of the content within the email. The subject line and messaging should be in synch.
- Physical address of the sender. This should be standard in all of your email footers. If you can't include this, you have no business sending out emails.
- When appropriate, disclosure of your email being an advertisement or business solicitation in the body of your email. If your email is part promotional and part informational, take the high road and include a commercial email notice to be safe.
- Most importantly, a very clear and functional unsubscribe link. This has to be automated or the unsubscribe requests must be manually processed within 10 days. You must also provide simple instructions on how to remove yourself from future mailings, not just provide a url. Remember, once a user unsubscribes, do not mail again to him or her.
Next: CAN-SPAM
