Email marketing has become the preferred marketing channel for many marketers. The reason for this is simple: in addition to offering marketers a high return on investment, it’s a more personal method of communicating with prospects and customers.
However, for you to reap the benefits of email marketing, you need to build and grow your opt-in email lists.
what is an optional email list?
An opt-in email list is a collection of email lists with information that your subscribers have voluntarily provided to you. this means they know you are adding them to your list and they agree to receive email blasts, newsletters, or other forms of digital communication from you.
With laws around the collection and use of personal data constantly changing, it’s now smarter to double opt-in when growing your email list.
a double opt-in simply means that a new subscriber will receive a confirmation email where they click a link to confirm that they really want to be added to your list.
This method also has an added benefit in that it ensures your list is only built with people who actually want to engage with your emails.
source: fancy themes
In order for subscribers to sign up to receive your emails, they must complete a subscription form, usually online.
how do I know if my current list is an optional list or not?
One thing you should know is that not every email database is an optional email list. treating them as such could have serious repercussions. So how do you determine if your list is an email-optional list?
if your subscribers have allowed you to send the emails by subscribing or checking a box, then it is an optional email list.
However, if you have obtained email lists but not permission to send email, then it is not an optional email list. examples, in this case, include emails obtained from:
- business cards
- your website
- online shopping
- rented or purchased listings
To be on the right side of the law, you’ll need to understand what you can and can’t do with your different types of lists.
does it really matter?
These are the top three reasons why you should take subscribing seriously:
1. to comply with regulations
One of the main reasons why you should take an opt-in email list seriously is that there are laws governing the sending of emails. these are primarily intended to deter unsolicited communication. two of the most common regulations are the can-spam law in the united states and gdpr laws in the european union.
2. avoid tarnishing your brand image
People want to be in control of their inboxes. For most, that means being able to regulate the type of emails they receive. Sending emails to subscribers who have not opted in to receive your correspondence is a quick way to get reported as spam. that, in turn, will cause your sender score and deliverability to suffer.
3. grow a committed list
By choosing to build an optional email list, you ensure that a larger number of subscribers are interested in what you have to offer. this results in you having a highly engaged (and profitable) list. this is one of the main reasons why you should stay away from unethical practices like renting or buying lists as they rarely get involved.
what now?
Now that you know what an opt-in email list is and why it’s so important, try reviewing your list to determine whether or not your subscribers have signed up.
The main purpose of growing an email list is to build a relationship with your subscriber, and a key component of relationships is that they are mutual. Subscribing ensures that your relationship with your subscriber is mutual.
Check out our other helpful resource on how to properly manage your opt-in email list for more information on list management and email marketing best practices.