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Why is it important?

Since the Privacy and Electronic Communications (EC Directive) Regulations came into force at the end of 2003, those engaging in email list marketing have had to be much more careful about who they send emails to.

The directive states that online marketing should be permission based. Email marketing communications cannot be sent to anyone without their consent. So, the challenge with email list marketing is to persuade consumers to choose to receive your email.

How can I ensure everyone on my mailing list has opted-in?

Build your own opt in email list for marketing
Buy an email list from a reputable data company

Can I ever email people without their opt in?

Email marketing regulations state there are two situations where the emarketer can assume they have permission:

If the address was collected as part of a sale or negotiation of a sale
If the mailing is related to a similar product or service

In both cases, this is contingent on the recipient being able to opt-out at any time.

How do I build my own email list?

Marketing databases can be built up over time. Compiling your list should be an active, daily process. You should consider gathering email list marketing data at every opportunity, whenever you have contact with your potential audience. For example, you can collect data:

• On your website
• Via advertising in magazines
• On promotional flyers/leaflets
• At events and exhibitions

To stay within the law, it is crucial to include a box for your user to tick and opt-in.

Email marketing data can be a challenge to get hold of. The main issue in building permission based email marketing lists is actually persuading people to enter their email address (and other details) and tick the opt-in box.

There are many ways of doing this, and all rely on having an understanding of what motivates your target audience. Some popular methods for growing your email list for marketing include incentives such as:

• Entry into a prize draw
• Exclusive discounts or offers
• Exclusive content, eg special guides, games etc

You can make promotional offers exclusively available via the eshot to people who sign up to your email list. Marketing incentives like this will also encourage them to open the mail when it arrives in their inbox.

You could also encourage them to register for other services on your website (become a 'member') receiving a newsletter or promotional offers via email as part of this.

You should always clearly highlight the benefits of signing up to your email service.

What should I watch out for?

When you’re building an email list for marketing purposes, do not ask for too much information at once. Having to fill out lots of boxes puts people off. It is better to gather more information piecemeal through subsequent emails. Initially your main focus should be on getting your recipient to opt in.

Email marketing has come under scrutiny over the years and some people regard it with a degree of suspicion. People signing up to permission based email marketing lists are increasingly concerned the information they provide will be used responsibly and stored safely. You should have a privacy policy, clearly visible when asking them to opt in to email marketing, to reassure them their information is safe with you.

Give me an example

Whiskas recently offered the incentive of a free Kitten Care Pack and some free food to gather email data from new cat owners. They built their list by advertising in magazines and on packs. Cat owners applied for the free pack by sending in a coupon, using the website or calling to give their details.

If you’re looking to run effective opt in email marketing, PureResponse allows you to create, send and track powerful campaigns online. Find out more about PureResponse or take a free 30-day trial

Want to talk to someone about your emarketing objectives and how we can help? Just call us on 0870 765 7222 or request a call back.