Opt-In Email Marketing: How To Succeed


Opt-in email marketing is an important aspect of web-based marketing. Opt-in email marketing is a type of email campaign that is implemented among users who have subscribed (or opted in) to receive information about certain products and services. It is not spamming. Opt-in emails are targeted and personalized. They carry information about specific product/service aspects and quite often contain promotional offers. Typically, opt-in emails contain newsletters, new release information, product/service promotions and lucrative promotional offers. Opt-in email marketing holds great potential for the Internet marketer because the periodic email bursts are sent only to members on the opt-in list. Such campaigns can’t be dubbed as spams.

Let us now have a look at the modus operandi behind opt-in marketing. To venture into opt-in marketing, you either need to hire a company that can do it for you, or you can buy the appropriate software and tools and do it on your own. You need to start with an email blast. Design a creative ad for your product/service, and hand it over to the company that will manage your opt-in email program. The email blast campaign should promote your product/service and highlight its benefits. It is important that you leave a way for recipients to opt in to receive more information regarding the product/service (if you can arouse their interest level to a sufficient degree). This “way” usually is a check box. The checking of this check box implies that the user has voluntarily opted in to receive periodic emails from your company about the product/service on offer. This, therefore, does not fall under the category of spam.

Here are some points that you need to keep in mind if you want to succeed in your opt-in marketing venture.

• Prior consent of email recipients is of the utmost importance. It is essential to have a properly drafted consent statement. There should be an opt-out option (check box), as well. Your campaign should comply with privacy and electronic communications regulations.

• Include a short statement where users can submit their email and telephone number, informing them that this data may be used in future marketing communications unless the users are explicitly against this. Include a check box/radio button to that effect, as well.

• You must provide an opt-out option to enable users opt out of your campaign.

• Once the opt-in mail campaign starts, you should put an easy way (preferably a link to an online form or a check box) for users to unsubscribe from your campaign at any time. This option must be included in every opt-in mail the user receives in the future.

Lastly, let’s take a look at some of the attributes upon which the success/failure of an opt-in email marketing campaign depends. You should remember that the mere investment in an opt-in email campaign does not guarantee success. Your content should be enticing, as well. It should not bore or irritate the recipients. The email copy should be able to hold the recipient’s interest level for a prolonged period. Secondly, the email content must seem relevant to the needs and interests of the recipients. Thirdly, sending too many or too few mails can affect the campaign. Lastly, the offers you put forward to your recipients should be tempting.

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