Email marketing - opt-in or opt-out?
How to build quality email lists
When it comes to building lists for email marketing there are two schools of thought. The first is to add email addresses to your list and ask clients or prospects to opt-out if they would not like to receive your emails. The second is to obtain permission before sending email communications using an opt-in process.
Both methods are currently used in the marketing world. And as long as all CAN-SPAM laws (http://www.ftc.gov/bcp/edu/pubs/business/ecommerce/bus61.shtm) are adhered to, both are perfectly legal methods of email marketing.
But keep this in mind. Growing your emails lists using a permission based method builds trust and loyalty among your customers and prospects. You won’t get this same result if you choose an opt-out process. Sure, you’ll have more names on your email list, but are they even opening the emails you send? Are they irritated that they’ve been added without giving their permission?
It may seem daunting to think about asking each of your customers or prospects to give permission to receive your emails, but it doesn’t have to be. Asking your customers to opt-in can be as simple as sending them an email asking to respond with a keyword if they’d like be included. Not only are you choosing the more ethical of the two methods, you’re also building a quality list of customers that actually want to hear about your product or service. And a more qualified lead equals the better chance for a sale.
Understand, not everyone you ask will want to receive your email marketing but everyone will appreciate that they’ve been given the choice.