- Category: December 2014 - Email Marketing
E-mail marketing, and in particular the sending of newsletters, is despite social media marketing still the most successful advertising medium on the Internet.
Double opt-in is the hardest to fulfill
Double opt-in means that the sending of advertising emails is only allowed with the specific permission of the recipient. On top of that, the recipient has to confirm his/her email address to make sure that no third party was involved. Last but not least, marketers are legally only on the safe side, if it can be proven, that the recipient has actually clicked the link in the confirmation email. Hence, it is advisable to monitor all your subscriptions properly.
Opt-out method prevails in Asia
The term “opt-out” refers to several methods by which individuals can avoid receiving unsolicited product or service information. In email marketing, a clickable link or "opt-out button" may be included to notify the sender that the recipient wishes to receive no further emails. In fact, 95% of all commercial emails from reputable bulk emailers work in this way with an unsubscribe feature. A list of those who have opted out is called a Robinson list.
Anonymous usage for protection
When sending newsletters, for data protection reasons, it is recommended to collect only the necessary data from your audience. This could mean that you give readers the opportunity to receive the newsletter simply by stating an email address, a simplicity any subscribers definitely welcome as well.
Possibility of revocation
Before signing up to receive the newsletter, as well as in each newsletter, marketers are obliged to inform the receiver of his/her right to withdrawal. In order to give the recipient the opportunity, it is sufficient if you place a link with an unsubscribe function at the bottom of each newsletter.
Please keep in mind, that email marketing is effective and inexpensive, but peppered with legal intricacies and pitfalls as well, which you should be aware of.