Email Marketing Best Practices: Getting Permission to Email

August 12, 2008 · Filed Under Best Practices, Email Marketing · 1 Comment 

Here’s a quick expansion on Point 1 of our Email Marketing Best Practices.

1) Always get permission to email (either before or after)

There are a few scenarios. This seems to make the most sense.

  • If you have a prior business relationship with the email recipient (already your customer)
  • If they have asked to be contacted or to be included in your list (brandy bowl for namecards in store)
  • If they belong to a special group that must use your services (eg cleanroom engineers need specialised goggles and prescription lenses)
  • They belong to the same association as you (once again, you must ask their permission.)
  • If you met them in person before and have their contact or business card
  • If you are a customer of theirs (they could become a customer of yours)

It’s okay to email in the above circumstances, but what if you have an old list of customers or someone with whom you have not already asked his or her permission to contact? Then do this.

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