The Whitelist

In direct mail, they say success depends on three things: your offer, your creative and your list. The same is true of email marketing. And the best email list is your in-house one. That’s because it’s permission-based email marketing. Those people have some kind of relationship with you already and are more receptive to your emails as a result.

But building that in-house list takes time! It’s tempting to go out and rent a list of 50,000 rather than slowly build a quality list of 500!

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Email marketers know email marketing is better for customer retention than customer acquisition.  Email marketers also know that permission-based email marketing is a great marketing tool for strengthening relationships with your existing customers.

Email marketing can help you turn someone into a lead in the first place, and then help you take them from lead to customer. Email is the great nurturing marketing tool, in particular email newsletters.
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Email policies are important.  Not just the email governance policy that protects a company’s corporate interests, but a policy that protects your subscribers from potential email marketing abuse; and your relationship with them as a result.

It’s permission-based email marketing – meaning you got their permission, and your subscribers trusted you enough to hand over their email addresses in the first place. And you as the email marketer must guard that relationship when others in your company want to take advantage of the fast and cheap nature of email marketing for a quick financial fix.

To differentiate it from the Privacy Policy that reassures your subscribers you won’t share their email address, this policy is one that ensures you’ll treat your subscribers with respect. That means:

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We at ClickMail Marketing keep up with what other email marketing experts are saying, so you don’t have to. After the jump, some of the resources we turn to every week to keep us up-to-speed on the latest in permission-based email marketing:

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