Why Permission-Based Email Marketing Makes Sense

Why Permission-Based Email Marketing Makes Sense

Posted on Thursday, September 7, 2017

A handshake is a good foundation for email permissions.

Isn't it always polite to ask for permission? You would think so, but in some quarters of the marketing world, there are columns encouraging you to buy lists of email addresses, “partner” with other companies to “cold-call” their customers, and a multitude of other pitches. Do not buy into that strategy. Permission-based email marketing is still the smartest method, and cold emails are becoming increasingly bad for your company in all sorts of ways.

It Guarantees An Audience

Asking people to add themselves to your list, instead of buying lists or forcibly adding every user you meet to them, means that you are focusing your campaign on an audience that genuinely wants to hear your message. That makes your campaign more effective and the return on your investment greater. Just like you do not usually try to corner people in the street to tell them about your company, you should not do it online.

It Gets Read

It is also worth remembering that cold emails are quickly shuffled away from inboxes by modern email programs. Spam filters are becoming more unforgiving by the day, as anybody who has had to go hunting for a password verification email can tell you, and putting your company on their blacklist can take years to undo, if it can be undone at all. With permissions-based emails, you are acting ethically not just with your customers, but with their email programs.

Start on the right foot with your users.

It Is Ethical

People do not like or want emails from a company with whom they have not worked and in whom they may not have any interest. Cold emails are often associated with negative experiences like Nigerian prince scams, questionable online pharmacies, and a host of other criminal or unethical businesses. It is understandably difficult for a customer to approach a cold email without at least a bit of skepticism. Is that really how you want your emails to be perceived?

It Is Legal

Anti-spam laws are becoming more complex all the time. What is legal, if unethical, today might be illegal tomorrow, and what might be mildly illegal today might be a felony tomorrow. Furthermore, email travels around the world, so what is legal in one country might travel across the world and land right in a place where it is not, creating a legal time bomb that can take months or even years to detonate. So, why risk cold emails, when there is potentially a legal risk to your business?

It Limits Risk

Keep in mind, when you act unethically, it makes you a target for those who act unethically. By sending spam, you often make yourself a target for it. Users might even add you to lists for spam you will have to clean up.

It Is Personal

In a world where customers are surrounded by the impersonal, asking for permissions and carefully building your email list from loyal customers builds a personal relationship that enables you to cut through the noise of the modern world and connect to your users.

What is the best practice for email marketers, then? If you are running an email marketing campaign, run it with permissions. Sign up for Metasend today to get your next email marketing campaign off to the right start.

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