Email marketing practices.

<CENTER> <h1>EMAIL MARKETING BEST PRACTICES</h1> provided by:Topica.com </CENTER> Do you consider yourself a responsible email marketer? Take this short questionnaire and test your business practices: 1. Have individuals on your email list given express permission to you, either via opt-in or email confirmation that you may reach them via email? Yes No 2. Is there a privacy policy clearly visible in the emails or on a Web site to which the email links that states how an email name will be used, and who to contact in case of concerns? Yes No 3. Does the "From" line in your email stay consistent from mailing to mailing? Yes No 4. Does the "From" line clearly indicate that you are the sender? Yes No 5. Is there a working link that allows the user to unsubscribe? Yes No 6. Are unsubscribe requests honored within the time specified and promised in your privacy policy? Yes No 7. Are unsubscribe requests honored at least within 48 hours? Yes No 8. If customer wants to unsubscribe via a written request, do you provide valid contact information and then respond to the requests? Yes No 9. Do new subscribers receive a welcome message reminding them of the name of the list, how they signed up, and estimated frequency of mailings? Yes No 10. Are subject lines always honest summaries of what the email is about? Yes No If you answered "yes" to all ten questions, congratulations on following best practices in running effective email campaigns. Here are some basics to get you started: The basic principles of responsible email marketing are simple: Ensure that the individuals on your list have given you express permission to email them, and that you provide clear service links and accurate information. What is express permission? This can be defined in one of two ways: Opt-in permission means a person actively has to do something in order to be on the list, like filling in their email address on a Web site. Permissions should be to you and your company. Confirmed opt-in, also called double opt-in, is a higher level of obtaining permission. In this case the user performs an action to join the list, but before they are added, they must perform a second action to confirm their interest. For example, a user gives her address on a Web site. She is then sent a confirming email to which she must respond in order to be added to the list. If she does not confirm, she is not added to the list, and no email is sent. Confirmed opt-in is considered to be the "gold standard" of permission-based email list management. Increasingly it is becoming necessary to obtain this level of permission for many reasons. Reasons to utilize confirmed opt-in include: 1) ISPs, the people who actually deliver the mail, may decide not to deliver your messages without it; 2) it makes a statement about your brand; and 3) you'll see higher response rates. Even if you don't require confirmed opt-in, send a greeting and confirmation of subscription right away. Opt-out, the practice of putting people on a list without their permission, and then providing a means for them to unsubscribe from the list is NOT considered obtaining express permission. The only exception would be for those with whom you have an existing business relationship. In this case, customers must be given the right to opt-out before being added to the list. This means an email is sent to the customer clearly and specifically stating that they will be added to your list unless they respond that they aren't interested. What is not an acceptable practice is taking a name from a list not compiled by you and putting it on your list, even if you give the user the opportunity to opt-out. Also unacceptable is adding a name to a list with whom you have no previous relationship and who has no knowledge of your putting them on your list. Opt-in and confirmed opt-in should be carried out in a completely straightforward manner. "Join our mailing list" is an example of a clear announcement. The person should know without question that when they are giving you their email address, they are also giving you permission for you to mail to them. In this sense, permission should always be "memorable." Many users forget that they have signed up for a newsletter and may later complain, so be explicit during your opt-in process so that users can reasonably recall the request they made to receive your newsletter. Key Best Practices Checklist Always include a working unsubscribe or opt-out link in every message you send. Act upon unsubscribe requests within 48 hours. Remind recipients why they're receiving an email from you. Post your privacy policy in a place that is easily available on your Web site. The policy should clearly state all the ways you will use an individual's private information and include contact information in case of questions. The best practice is to never disclose any of this information to any third-party. Include a "From" address that accurately reflects who you are. It should be recognizable by the recipient as the entity to whom they gave permission. Develop a subject line that is clear and truthful, and in no way misleading. Ensure that your list is up-to-date and completely cleaned of those who have unsubscribed or repeatedly bounced back as undeliverable. "Hard bounces" (bad addresses) should be deleted immediately. "Soft Bounces" (addresses that temporarily cannot receive mail) should be deleted if they bounce consecutively. Send your newsletter or message within 72 hours of receiving the name or reply with a confirmation email, reminding the person where you got their name, telling them what you intend to do with it, stating your permission policy, and giving them the opportunity to unsubscribe. 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