Email addresses should be obtained only by legitimate means like through opt-in and subscribe boxes on your website, or by specific request. This is why email marketing lists are often called opt-in lists. Valid contact information should be included in every piece of email marketing and a privacy policy should be provided.

Single Opt-In Marketing Lists vs. Double Opt-In Marketing Lists

• Single opt-in emails do not require a confirmation via email. In this case, when a customer subscribes, they are automatically added to your marketing list.
• Double opt-in emails require the subscriber to confirm their subscription and agree they do want to receive your email marketing messages. In this case, when they subscribe, a confirmation email is received in their inbox. They will only be added to your list if they click on the link in the email message.
• NOTE: Just because you meet someone at an event and they trade cards with you doesn’t give you the right to add them to your list. Also, adding everyone you have ever met to your list and justifying it with an unsubscribe link that gives them the option to not receive your ezine is unacceptable. If you use either of these tactics, you will be viewed as a spammer.

Remind Email or Ezine Subscribers How they Joined Your List

Many email marketers will include a 1-2 sentence description of how their list is generated. This short statement reminds the recipient that they did in fact opt-in to the marketing list.

For example: “You are receiving this email message because you made a verbal or written request at an event, opted-in on one of our websites, www.bourncreative.com, www.jenniferbourn.com, www.designandprofit.com, or purchased a product from Bourn Creative.”

Provide an Easy Unsubscribe or Opt-Out Option for Your Email Newsletter

Believe it or not, by making is clear that you include unsubscribe and opt-out links in each email message, email newsletter, or ezine, you will actually increase your subscriber count. At some point people who have joined your list may want to leave. By showing them that leaving your list is as easy as joining it, you bypass some of the fear associated with the possibility of receiving spam and unwanted email in their inboxes.

No matter what type of business you have or what services or products you sell, a value-added email newsletter can be a great tool to help attract more customers and prospects. Email marketing helps you stay in front of your customers and prospects, increase your marketing “touches,” and generate more leads and referrals.

To do any type of email marketing, you have to set up an account with an email marketing service provider. These service providers enforce strict email rules, work tirelessly to keep their servers white-listed (liked) by the internet service providers / email providers, provide you the ability to track and measure your email marketing campaign results, and manage your email marketing list subscribes and unsubscribes.

Listed below are a few great email marketing service providers. The providers marked with an asterisk (*), are the providers I currently work with, or have worked with in the past for either myself or my clients.

• www.InfusionSoft.com*
• www.ConstantContact.com*
• www.Aweber.com*
• www.1ShoppingCart.com*
• www.iContact.com*
• www.myEmma.com*
• www.VerticalResponse.com*
• www.MailChimp.com
• www.EmailBrain.com
• www.GetResponse.com
• www.Bluehornet.com
• www.Lyris.com
• www.bronto.com