Zee2A's Marketing Edge Blog

February 1, 2010

Ethical list building: Tip 3

Last week we began our series of top tips for being a responsible, ethical, reputable email marketer. If you aren’t bothered about your reputation, or getting marked as a spammer, then stop reading – this is not for you (or perhaps you REALLY ought to be reading on….).

3. Use an automated ethical list-management service

What does that mean? It means that you don’t send your newsletter out via a distribution list in Outlook. Internet Service Providers are clamping down on this form of mass mailing, and if this is how you operate you will quickly find yourself being blacklisted as a spammer.

It also means that you don’t give your email marketing business to list managers that allow (and even encourage) dodgy list-building techniques or flout the previous two rules.

Personally we use – and highly recommend – Aweber for this very reason. They are very strict about adhering to email marketing best practices. They also refuse to do business with clients that don’t.

I Heart AWeber.com
Check back tomorrow for tip number 4.

January 29, 2010

Ethical list building: Tip 2

Yesterday we addressed the first and foremost rule that responsible e-marketers follow. If you do any form of email marketing (newsletters, ezines, mailshots – call them what you like) then you are in the right place: Read on!

2. Make unsubscribing easy!

Why? Because your subscribers are entitled to change their minds about receiving your messages, and should have their wishes respected. They should not need to explain why, nor have to beg or plead to have you honour their request.

How do you make the process quick and painless? By having a simple, one-click unsubscribe link in your message – that removes the email address completely from your database.

Dishonest e-marketers make it virtually impossible for subscribers to remove themselves. They do things like creating separate lists for each individual broadcast so that when a reader clicks the unsubscribe link they are only removed from the current mailing and not future ones. Or they insist that you log in to their system to change your preferences, but you have never created an account to log in to!

E-marketers with integrity will never employ such cowboy tactics.

Check back on Monday for our third tip.

January 27, 2010

Are you building a massive email list?

Ezines (or email newsletters) are a great way of showcasing your knowledge and positioning you as a credible expert in your field. They also allow you to stay on the radar of qualified prospects in a low-key, non-threatening way. They are low cost, created with ease, and delivered at the exact date and time that you determine.

It’s little wonder then that so many businesses are following the trend to build massive mailing lists.

Are you?

Read on over the next few days to learn the five top ezine publishing guidelines. If you don’t follow them, at best you’ll be ruining your reputation, at worst you’ll be breaking the law!  Check back tomorrow for tip number 1.