In a recent article in BtoB Magazine, writer Karen J. Bannan discussed the many Website marketing professionals who have begun sending emails out to prospects without getting opt-in permission. According to the article, many upper-level executives have been pushing for opt-out e-marketing and many are giving it a serious try.
Email addresses are easily obtained from social networks such as LinkedIn and online business directories and in the U.S., there’s nothing legally stopping anyone from sending unsolicited emails as long as they comply with CAN-SPAM regulations.
According to the article, one email expert said that e-marketers who are sending emails without an opt-in are even more careful about email relevance than those who have an opt-in. It is suggested that just because you have permission to send someone an email, doesn’t mean it is a good email that people are happy to receive. Successful e-marketing makes sure the emails being sent are filled with relevant, interesting information that prospects want to read. Also the frequency at which you send emails is important because too many in too short of a time period can become annoying.
Website marketing professionals who do decide to send emails without opt-in should follow certain guidelines. First, do not email everyone at a particular company and never send messages to general email boxes such as info@companyname.com. Emails that go out to people who have not opted-in should also focus on branding and have clear “opt-in” and “opt-out” links. Also include testimonials or anything that would help your company look trustworthy.
Although sending emails to people who have not opted-in is not recommended, if the Website marketing professional includes clear headlines that aren’t misleading as well as relevant and interesting information, it is possible to receive some opt-ins. Overall, the article states that although opt-out emailing may be gaining some level of acceptance, it doesn’t mean it’s right. Email marketers who are acting without permission will always be a step behind those that do have permission.
For more information, read the full article on BtoBOnline.com.
