Email & Coffee

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 BtoB 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 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.

What's the 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!