- Before you can get started in email marketing, you need to create your email distribution list.
- It’s also important to give your subscribers an easy way to opt out of your mailing list.
- Making it easier to sign up and unsubscribe customers isn’t just good business practice, it’s the law.
- This article is for small business owners and marketers who want to build a list of interested and immersed subscribers in email marketing.
It is common knowledge that email marketing has many benefits and is one of the best ways to grow your business. Email marketing has a higher ROI than other channels, and it’s an effective way to convert subscribers into customers.
But before you can get started in email marketing, you need to build your email distribution list. Find out what it is and how to encourage subscribers to sign up to receive your emails.
What is opt-in email marketing?
Email marketing is the process of sending commercial emails to groups of people known as subscribers. However, before you can send emails to your subscribers, you must receive their permission.
It’s called opt-in email marketing, and it’s a critical aspect of complying with FTC regulations. Still, it’s just as essential to make it easy for your subscribers to opt out of your list if they no longer want to receive your business emails.
Editor’s Note: Looking for the right email marketing solution for your business? Complete the questionnaire below to have our supplier partners contact you regarding your needs.
Let’s take a look at the differences between signing up and unsubscribing, and how to make sure you provide these options to subscribers.
Subscribe or unsubscribe
Opt-in email marketing means that you ask for permission before sending promotional emails to people. When you collect an email address from a landing page or website pop-up, a new subscriber voluntarily gives you their email address. By signing up, they agree to receive marketing emails and promotional offers from your business in the future.
Opt out means that subscribers revoke their permission for you to email them. They can do this by clicking the Unsubscribe button located at the bottom of your emails, or they can change their preferences.
Advice: Make your listing opportunities clear and easy to find on your website. A common mistake in email marketing is providing subscribers with imperceptible ways to sign up.
Why should customers accept your emails?
When subscribers accept your emails, they give your business explicit permission to email them in the future. Here are three reasons why this is important.
You must give customers the choice of receiving emails to comply with the CAN-SPAM law. The law sets guidelines for how your business can use email marketing for business purposes.
According to the FTC, failure to comply with the CAN-SPAM law could result in fines of $ 43,792 per email. Fortunately, the law is not difficult to follow, and these requirements are simple:
- Don’t use false information.
- The subject line should clearly state the subject of the email.
- You must disclose that your email is an advertisement.
- You must include your business name and address at the bottom of the email.
- The email should give recipients an easy way to unsubscribe.
- You must honor unsubscribe requests immediately.
- If you hire a company to handle your email marketing for you, you need to stay informed about what they are doing on your behalf.
Your email marketing campaigns must also comply with the General Data Protection Regulation (GDPR). GDPR is the European Union’s privacy law and it applies to your business if you collect email addresses from EU citizens.
Similar to the CAN-SPAM law, the GDPR states that your business must receive explicit consent before sending an email to a subscriber. You should also allow your subscribers to easily opt out of future email communications.
Finally, good email registration practices will help protect your brand. The reason you use email marketing is to build a relationship with your subscribers. But if you spam your subscribers, or if you make it difficult for them, they will stop trusting you.
Also, if subscribers start reporting your emails as spam, it could hurt the email delivery rate over time. If your business receives an unusually high number of complaints, your email service provider might even suspend your account. All of this will negatively impact your business and could hurt your sales and profitability.
To remember : Good registration practices not only protect your brand and make your business more attractive to subscribers, but they also comply with the laws that dictate how your business can use commercial email for marketing purposes.
Single or double opt-in systems
In the world of email marketing, there is a debate over which tactic is most effective – a single or double sign-up method. If you need a one-time opt-in, a subscriber only needs to enter their email address once before they start receiving emails from you.
A double opt-in means that subscribers will enter their email address and agree to receive emails from you. As an extra step, they’ll receive a confirmation email and click a link to verify that they want to join your mailing list. If they don’t complete this last step, your email service provider won’t add them to the list.
The biggest benefit of using a one-time opt-in is that it helps you build your email contact list faster. According to GetResponse, businesses that use a single opt-in can grow their list up to 30% faster. Plus, the one-time sign-up method is easier for your subscribers who might be too busy to take that extra step of verifying their email address.
This can be especially important if you are investing in paid advertising. You wouldn’t want to lose a lead your business paid for because the consumer never confirmed their email address.
There are also advantages to using the double opt-in method. Some argue that using a double opt-in creates a higher quality list and more active subscribers.
Double opt-in lists are proven to have higher click-through rates and lower bounce rates. However, there is no law that requires a double opt-in system, so it really depends on your preferences.
Most of us are already inundated with emails, so your website visitors might not be in a rush to add another weekly email to the mix. Here are some good practices to encourage people to sign up and join your list:
- Give them plenty of opportunities to register. If you want new email subscribers, you need to make it as easy as possible for people to sign up. Include an opt-in email on every page of your website and all of your blog posts.
- Provide valuable content. The best way to attract new email subscribers is to provide valuable content. Engage your audience with useful blog posts and social media content, then offer premium content – like an eBook or guide – if they sign up on your email list.
- Use social proof. It may be helpful to include a testimonial or some form of social proof on your membership form. It’s a great way to build trust with new email subscribers.
- Keep it interesting. Once a subscriber joins your mailing list, the battle is just beginning. Now you need to find a way to keep this person engaged so that they don’t unsubscribe. The best way to do this is to mix up the content of your emails. Send a combination of promotional and educational emails so your subscribers don’t get bored.
To remember : Successful email marketing starts with great signup practices and delivering valuable content. Once you’ve won over your followers, your challenge is to keep them interested in your business.
3 examples of good opt-in emails
Looking to create an email signup form, but don’t know where to start? Here are some inspiring examples:
1. I’ll teach you how to be rich
Here’s why this signup option works:
- Ramit Sethi clearly understands his audience – people who want to make more money and aren’t interested in cutting costs.
- You can immediately see the value of the main magnet, and new subscribers are promised instant access.
- By stating that new subscribers will receive a few emails per week, your audience understands why they are signing up.
- The “featured in” section at the bottom builds credibility.
2. Active Campaign
Here are some reasons why this opt-in works:
- The language is simple and gets straight to the point; you don’t need to read a lot of text first.
- The benefits of registration are obvious; subscribers can create amazing emails, and you receive a 14-day free trial of the service.
- ActiveCampaign makes getting started easy: all you need to do is enter your email address, and you don’t need to enter your credit card information.
- By using language like “the best marketing automation platform” ActiveCampaign sets itself apart as an industry leader.
3. Sales force
Here’s why this signup option works:
- It has a compelling title that immediately grabs the ideal business customer.
- Salesforce is establishing itself as âthe world’s No. 1 CRMâ.
- It includes customer testimonials for social proof, so website visitors understand the types of results they might receive.
- This makes it easier to register and get started.
- Read our SalesForce Marketing Cloud review, and you can try out creating your own signup pages.
Advice: If you’re looking for help building a successful email marketing campaign, check out our guide to finding the best email marketing service for your business.
Opt-in email marketing is the only compliant approach
You must give your customers the ability to subscribe and unsubscribe from your company’s mailing list to be in compliance with local and foreign policies. When your consumers sign up, they give you permission to send them weekly newsletters, promotions, and marketing messages. And if they choose to opt out, you should remove them from your list immediately.
Once you have new subscribers, make sure to keep them engaged by providing valuable content, personalizing your emails, and varying the types of content you send. This way, not only will you continue to grow your list, but you will also have an active list of subscribers who can’t wait to read your emails.