Email Marketing Lesson: How To Build An Email List, Part Two of
Two
Do you remember the word I made up last time?
Unjoin.
Today I'll let you know what the concept of unjoining means and
how it will get you in trouble with your customers.
So, what does it mean to 'unjoin' a list before you join it?
Here are two real life examples I came across the other day from
two very large companies who should know better (I will leave
the guilty parties unnamed).
Real life example one - From a large multinational car company
website:
I do not wish to receive
( ) ABC Company special events and promotions ( ) ABC Company
Retailer promotions ( ) Marketing Surveys
Do you see where this company is requiring the customer to
unjoin the list before they even joined?
If the customer did not check the boxes above they would be put
on three email lists! I call this reverse permission email
marketing and I think it stinks.
Real life example two - From a large national telecommunications
company website:
(x)Yes, I want to receive via e-mail, information and special
offers on products and services from XYZ Company and its
affiliates.
Whoops, this company has already checked the box for the
customer! This is a sneaky way to get more email addresses on
your Email marketing list. Lots of people don't notice the
pre-checked box and submit the form with the box checked.
The result?
Email marketing messages flooding an unsuspecting customer's
inbox.
Did the customer ask to be added to the list?
No.
They were tricked into being put on the Email marketing list.
Now, I know all of readers of this article would never do this
to your sacred customers. Why would you?
*****It just ticks people off and you are getting customers on
your Email list who really don't want to be a part of it*****
So how do you really ask customers to be on your list?
You ask people to join and let them join if they want to.
Don't:
-trick people into joining by pre-checking boxes -ask people to
say which newsletters they DON'T want to receive
Here are some ethical ways to ask:
Offline businesses:
-use a blank check box on a paper form that you are using to
gather information -use a blank check box on a paper "customer
profile" form -use a blank checkbox on a paper contest entry
form -use a signup sheet at your cash register and get the
customer to signup on the spot
Online businesses:
-use an email newsletter signup form on your website -ask the
question (with an unchecked check box) when your customer is
paying for their order online -ask the question (with an
unchecked check box) when your customer is placing a customer
service request
Here is my three-step Email list building recipe:
1. Always ask your customer's permission to add them to your
Email marketing list.
2. Be thankful for the email addresses you get on your Email
marketing list.
3. Know that the customers on your Email marketing list really
want to hear from you and will respond when you email them.