Email is an affordable and convenient way to connect. By following best practices, you can expect higher deliverability and response rates, a better customer experience, and increased brand loyalty. Spamming people who have not requested your emails, however, is a recipe for disaster. I’ve collected some info on best practices in emailing—here are some of my findings:
The most effective way to build your email list is through “organic growth. Take advantage of every guest interaction and touch point, both online and offline. Ask for email addresses and obtain permission to email.
Permission is the foundation of any successful email marketing program. You must not send commercial email to an individual unless you have already established a business relationship with that individual and/or received express permission to send email
Observe the legal requirements under the CAN-SPAM Act. The CAN-SPAM Act states that you must obtain “affirmative consent”, defined as the recipient’s express consent “to receive the message, either in response to a clear and conspicuous request for such consent or at the recipient’s own initiative.” An individual must also be given “clear and conspicuous notice” that his or her email address could be shared with third parties.
Once you’ve captured someone’s interest and started a dialogue, do everything humanly and legally possible to acquire his or her email address — and permission — to continue the relationship via email to the benefit of both parties. Deliver relevant, valuable messages to your subscribers
Have any hints for successfully email marketing? Tell us your stories!
Tags: email, online marketing, spa marketing
