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Building Permission Based Lists |
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So how do you go about creating that permission-based list? Simple. All you’ve got to do is ask for it.
Permission Granted
No doubt the toughest sell you’re going to have is to get permission from subscribers who were automatically added to your list rather than joining of their own free will. They’re going to need a whole lot of coaxing when it comes to moving to the next level, and you’re going to have to make some persuasive arguments to give that extra push.
Membership has its privileges, so start by reminding subscribers of the valuable benefits they enjoy by being on your list. It doesn’t take much to create the impression you’re offering something very exclusive with your opt-in only membership list, so once they join, remind them with every communication that they’re on your list because they requested to be there. And always take the high road with your list members by being very open with your email privacy policies and methods for opting-out of the list. It will go a long way for establishing credibility and trust.
Twice is Nice
When it comes to making the ask to become a full-fledged subscriber, always use the double opt-in confirmation method. This gives the added assurance that people are on your list precisely because they want to be there. It’s also your one big chance to gather all the marketing data you’re going to need for the future, so at a minimum, capture their email address, name and format preference (HTML or text). Privacy is always on your subscribers’ minds, and they might be resistant to give away any other information. But if you can squeeze their interests out of them or any other information that will help better target your promotions, then you’ve got the makings of a golden permission-based list.
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