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When the decision has been made to build an opt-in list, you must understand that it is not merely a matter of e-mailing your subscribers catalogs or promotional newsletters. There are numerous aspects to consider if your goal is to avoid multiple complications or problems with your ISP, or worse yet, the law. There are more regulations than ever before concerning customer privacy and spam. Because e-mail is a low-cost marketing tool, numerous establishments flood their customers' accounts with unwanted mail and subsequently harm their reputation. Include an Unsubscribe Button However, with an opt-in list, these pitfalls can be avoided, as the people you are e-mailing have given their permission in advance. It is important to include an unsubscribe button every time you complete a mailing to your opt in list. This is because sometimes an e-mail account is given by someone other than the owner of that address. Such individuals must have the option of ending any future mailings. It is also essential to keep your list manageable and well organized. There are many tools available for little or no cost with which you can accomplish this task. Avoid Shady Business Practices To enjoy long-term success you must make sure that your business is operated in a legitimate way and that you do not knowingly or unknowingly violate any regulations. Following are three important considerations to which you should give thought when e-mailing your list: Bounced Emails Pay attention to the number of bounced emails you receive. The technical term for this is undeliverable messages. If your advertisements do not successfully reach the intended recipients, then all your work will be in vain. Certain emails are bounced simply because the server was too busy; however, they can still be delivered at a later time. If the recipient's inbox is full, the e-mail may be returned as undeliverable, although this is not a common problem. There are also e-mails that will never be delivered due to an incorrect address or an e-mail address that was canceled by the owner. Those that bounced due to the last two scenarios listed should be erased from your list so that you have an accurate idea of how many customers are actually receiving your e-mails. Respect Those Who Unsubscribe Take unsubscribers' wishes seriously. If a person requests to be taken off your list and you continue to market them, you have joined the ranks of spammers. You may be blacklisted by numerous Internet service providers if you are reported as someone who participates in spamming. It goes without saying that this will be detrimental to the success of your business. Keep Your Content Professional Do not include disturbing, questionable or adult content in your advertisements. It is difficult to verify the ages of your recipients and including any of those topics in your content could result in a lawsuit. It is also wise to avoid controversial issues to avoid being branded by your customers. Staying within the appropriate boundaries and carefully tracking which campaigns are successful and which are not will increase the income generated from your opt-in list.
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