Knock, Knock… Who’s There? Spam. Spam Who?

Some folks never forget a face but have trouble remembering names. Email servers never forget a name but are sight blind and rely on your domain’s good reputation. So, while you are scheduling your editorial calendar, testing subject lines and following best practices without an opt-in or double opt-in process in place, your hard bounces, non-openers and ISP complainers are talking behind your back.

A B2B survey revealed that “opt-in practices are far from ideal and may sometimes threaten the viability of entire campaigns.” If you are still on the opt-in/opt-out fence, listen to what Chris Thompson, manager at Spam watchdog SpamHaus recently noted, “… nearly all the rest of the online world (insists) on opt-in only, where the address owner gives his prior, informed consent to have his email address added to a particular mailing list.”

Clearly list building is no joke, so here’s a stand-up routine that delivers:

• Email marketing is based on relationships and expectations. Driving prospects to an opt-in subscription form that communicates what they are signing up for and when they will receive it sets expectations.
• The double opt-in mechanism doesn’t need to be dry toast. Create your own branded welcome message that both confirms and solidifies your new friendship.
• Keep your promises and provide your new friends with on-schedule, value-added content.

Takeaway: Bad boy comedians draw audiences, but your brand will suffer the consequences from a tarnished reputation. Welcome your opt-ins and you’ll be setting the stage for far greater things to come!