Dos and Don’ts of Permission Email Marketing

I’ve been getting a lot of questions about what is (and isn’t) OK with marketing campaigns, especially email. Here are some guidelines on what you can (and can’t) do.

DO

• Include a double opt-in on your email list. This is a two-step process requiring new visitors to first click on your link, fill in any requested information, and then confirm their registration through a separate email It sounds complicated, but your email service provider will handle it automatically.
• Talk to people who want to hear from you. Offer to help people at networking events or on forums. If someone needs a great caterer, and you know one, connect them.
• Send email and newsletters that are personal, relevant, and anticipated. If someone you talk to at an event expresses an interest in first editions of Nancy Drew mysteries, and you come across one, let them know.
• Answer questions on your blog. (If you have one, send it to me here).
• Respond to blog comments (start a conversation).

DON’T

• Scrape names from Web sites, or pull names from directories.
• Add names from ccd emails from other people.
• Use a list that someone gave you.  That’s not permission, it’s spamming.
• Email people who attended an event you sponsored. It’s a bit better if that was clearly stated in advance as part of the registration process; but even then it’s annoying.
• Assume that signing up for an event at  your bar or restaurant equals permission to promote other, unrelated events or lunch specials.

(Oh, and I nearly went mad trying to figure it if this should be do’s or dos. The Oxford Companion to the English Language has an apostrophe; the Chicago Manual of Style doesn’t. I figured I’m in the US, so I went with Chicago).

Photo: Wikipedia

Related posts:

1. Is Your Email Personal?
2. Jodi’s Email Marketing Rant 2010 Edition!
3. How to Build Your Email List
4. The Truth About CAN-SPAM
5. How to Avoid Email Marketing List Disasters