What Does Permission-Based Email Marketing Mean?

Email marketing is permission-based marketing, which means you must have permission to add people to your marketing list, and permission to email them information. Every email newsletter, ezine, or email marketing communication should have a clear, straight-forward unsubscribe or opt-out link, and opt-out requests should be handled immediately.

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.