Opt-in marketing is an inbound marketing approach that Seth Godin termed “permission marketing”. In other words, you’re getting your prospect’s permission to receive communications from your brand. Prospects are far less likely to send your messages to the virtual equivalent of the recycling bin. They’ve given you their email addresses for the express purpose of receiving content from you.
Opt-in email isn’t just more effective
It’s also more ethical. Cluttering up email inboxes with unsolicited messages is a sure-fire way to ruin your brand image and reputation. People just don’t respond well to it, especially since 269 billion emails get sent every single day.
Opt-in email marketing is a marketing campaign that uses permission-based email-collection methods to capture email addresses from willing consumers. Once you have a potential customer’s email, you can add it to a marketing list based on the customer’s position in the sales funnel. For instance, if your prospect signs up for your email list during his or her first interaction with your brand, you might segment that consumer into a list that introduces your online courses and provides actionable tips for interested consumers.
Collecting emails through an opt-in form
When you collect email addresses through an opt-in form, make two things perfectly clear:
What messages will the subscriber receive? Mention that you send insider tips and tricks, promotions and sales, or other content (but make sure it’s true).
How often should subscribers expect to hear from you? If you promise to email only once per month, but you send emails every day, you’ll get some backlash.
If you follow those rules, you can separate your email campaign from the dreaded ‘spam’ word.