When you start to develop an internal email database for marketing purposes, what are the protocols you should follow? Beyond your existing customer lists, you normally get addresses from trade shows, ad leads or possible contests you are running. Should you just assemble them and start emailing?
A recent article by Karen Talavera in Marketingprofs contends that the “better to ask for forgiveness than permission” might not be the way to go.
There are several reasons she states, among them email addresses go bad, people change jobs and companies change internet providers. Permission is granted to a brand or company, and if they don’t hear from you in a timely manner, they may forget that they gave you permission. Karen suggests you consider the following:
- Remind people how they got on your list
- Give them a reason for staying on the list
- Let them know what types and frequencies they might expect from you.
She also notes that after the first email to get rid of any non deliverables so you don’t get caught in any spam filters.