Building Your Permission Email Database

There is no doubt that permission-based email marketing is effective. Just to clarify for those who are uncertain about the definition of permission email, it can be defined as email communications directed towards customers that have given specific consent to receive email messages. It is a common sense concept to grasp. However, many marketers are used to force-feeding advertising to customers, rather than asking if it is okay to talk with them. So now that you understand the basic concept of permission marketing, let’s discuss how to build your permission email database.

The first thing to do is to implement an online form on your website for viewers to submit their email address. This can exist right on the home page, but at least a call-to-action on the home page and throughout the site should direct users to the subscription page. This page should clearly state what the viewer can expect to receive via email and the frequency of the communications. Also, remember to offer something in return for their personal information. Submitting personal information is a value-based transaction, and viewers will not supply their information if they do not see any value in return. Offer relevant information backed up with examples. Another value offering such as discounts, special promotions, contests or a free gift can aid in the conversion process.

More techniques for building your list include the following:

• Advertising – Reserve space in your various advertising methods (direct mail, print advertising, etc.) to inform your audience of your email newsletter.
• Email Signature File – Direct users to sign up for your email publications at the bottom of every email you send out. This can be accomplished by adding a statement to your signature file including a link directly to the sign-up page.
• Statements – Reserve space in your account statements and other forms of correspondence with customers.
• Trade Shows – Collect as many email addresses as possible from visitors to your tradeshow booth. Utilize a drawing of some sort, but be sure to ask for permission to send emails.
• Point of Sale – This is a common customer touch point that is overlooked for gathering customer emails. Either use a registration card or train personnel to obtain permission.
• Staff Interactions – Account executives and customer service representatives are a great way to obtain permission. It only takes a few seconds to ask for the address and explain what they will receive in return.

This should jumpstart your list building activities. Remember you want a quality list of people that want to hear from you. This will minimize your email delivery costs and maximize your return on investment.