Permission Based Email Marketing
Emailcenter UK Limited promotes and supports ethical email marketing practices, which means we only work with businesses who wish to run permission-based email marketing campaigns using our software and services.
What is Permission Based Email Marketing?
Quite simply, your recipients must have agreed for you to send them electronic marketing communications. Once you have permission you can send targeted emails, until they unsubscribe.
Approval can be requested in a variety of ways, at various stages of the customer journey. For example, you can use a page or pop up on your website to encourage visitors to subscribe, or even ask your customers to tick a box at the order confirmation page.
Whatever you chose to do, you should start the relationship on a positive note and make it easy for people to subscribe. Be clear with your messaging and honest in how you intending on using their details.
A double opt-in subscription process is a good way to ensure the consumer intended on signing up to your email list. This will eliminate all the bad email addresses that contain typos and allow you to validate the email address given.
Using Third Party Email Lists
It can be very tempting to purchase data in an attempt to boost your email marketing. It’s not against the law, but it is an offence to send emails to consumer addresses without permission from the owner. It can be difficult to identify where these email addresses originally came from and a time consuming task to check if they are still active.
Emailcenter will not work with businesses who have purchased data, so our advice is to steer clear of third party email lists. The consumer will have opted in to receive emails at some point, but if you’re buying the data they haven’t directly provided your business with permission to send marketing communications.
Consequences of Unsolicited Emailing
Anti-spam law is in place to stop businesses sending unsolicited emails to consumers. If you do not have permission to send marketing emails then you could be fined £5,000 or receive an unlimited fine.
Those who are not familiar with your business are more likely to mark emails as spam, which will have a negative effect on engagement, return on investment, reputation and inbox deliverability.
A large number of spam reports back to the Internet Service Provider (ISP) can result in future emails hitting the spam filter or being blacklisted, so it’s important to ensure all recipients have opted-in to your emails. By recording all subscriptions, you have proof that the consumer did grant permission should you get asked for this information.