So you want to get started with Better Email Marketing.
One of the most important things to understand about email is that just because you have someone’s email address doesn’t mean you have permission to send marketing emails. The inbox is a private one-to-one channel.
Email marketing is a private conversation.
To have a private discussion, you must have permission.
If I showed up one morning in your living room to talk to you about how amazing my services are you would throw me out. It doesn’t matter what my message is. That’s not okay.
If I do that in your inbox, you’ll hit the spam button.
So getting permission to email is critical.
The best kind of permission is called double-opt-in. Double opt-in has two parts.
Part one is filling out your consent form.
Part two is clicking a confirmation link in an email they received.
So they’re confirming that the email address they provided exists and they have access to it. They also confirmed that they want your emails.
That is just the best.
It means, lower bounce rate, lower spam rate, and good deliverability.
So, how do you get permission?
Send content that people want. Some ideas: lead magnets; webinars, anything you can do something to get someone to say, I want to get those emails, do it.
Think about your business and what value you can offer in exchange for their email address.
A final thing, permission isn’t one and done. You need to maintain that relationship and send emails and engage your audience to maintain that permission. If you see parts of your audience aren’t opening your emails anymore. It may be time to sunset them.
