Advertising: Email Advertising

Email Advertising for Your Business:
Email advertising, if done correctly, can be one of the best advertising investments for your business. However, the proliferation unsolicited bulk email (also known as spam) has made email advertising synonymous with “junk mail”.

What is SPAM or Unsolicited Bulk Email?
1- The recipient's personal identity and context are irrelevant because the message is equally applicable to many other potential recipients.
2- The recipient has not verifiable granted deliberate, explicit, and still-revocable permission for it to be sent.
3- The transmission and reception of the message appears to the recipient to give a disproportionate benefit to the sender.

In other words, if a recipient did not specifically ask to receive your advertising message, it is very likely to be considered SPAM or Unsolicited Bulk Email.

What is Email Advertising?
Email advertising is the process of sending email containing an advertised message to recipients whom have given permission to do so (permission-based email). The key phrase in that sentence is "given permission". Permission-based means that the sender can provide proof of the recipient’s agreement to receive emails specifically from them.

A legitimate email advertiser should include two other important pieces in each email:
1- The code in the subject line of each email to inform the recipient that the email contains an advertisement.
2- Clear and concise removal instructions in the event that the recipient no longer wishes to receive email from the sender.

How to Create a Permission-based Email List.
There are many ways to create a legitimate, permission-based email list.

One of the best ways is to simply ask your visitors to give you permission to send them email advertising. Provide an easy method on your web site for them to enter their email address and receive valuable information from you. Explain what you will be sending and how often you will send it. (Be honest about your intentions and state them up-front.) If you intend to send email advertising to the subscribers on your list twice a week you should state that, up front, prior to the visitor signing up. This will reduce the number of complaints and people who unsubscribe because they were mislead. Managing the expectation is half the battle.

More on SPAM:
anti-spam laws - www.spamlaws.com and www.spamcon.org

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