Only if you have Permission

When utilizing New Media Marketing (NMM) there are three basic tenets that must be constantly considered:

• Permission - do you have permission to send this to me?
• Relevance – is your message and/or content relevant to my needs and wants?
• Value – does your content provide value? does it help me with some aspect of my business?

Of all the topics that are being addressed over this 31 blog series, these three questions are paramount and need to be asked before any e-communications you originate. The first is important for a very simple reason – it is the law. The CAN-SPAM of 2003 requires one to have permission to send an e-communications especially when it comes to email. The topic of permission is usually centered around opt-in and opt-outs.

First some definitions:
Opt-in: A specific proactive request by an individual email recipient to have their own email address placed on a specific mailing list.
Opt-out: A request to remove an email address from a specific list or from all lists operated by a single owner.
Spam: Popular name for unsolicited commercial email. However, some email recipients define spam as any email they no longer want to receive, even if it comes from a mailing list they joined voluntarily.

Basically, asking contacts for their email and permission to send them information needs to become part of your business culture. Remember: Over 74% of Americans now communicate electronically.

Step 1: Make sure that you have an opt-in form on all your electronic media to include:
• On every page of your web site
• In your email-signature
• On your blog
• Personal Web
• Banner ads and online advertising
• Online directories

Step 2: Gather essential information:
• Don’t ask for too much information
• Don’t ask for too little information
• Address validation – include a script that checks for syntax errors upon submission

Opt-in request form fields – minimum
• First Name
• Last Name
• Email address

Optional fields:
• Secondary email address
• Frequency – how often they wish to be contacted
• Demographics
• Interest/Preferences

Step 3: Use incentives to get viewers to opt-in
Whenever possible, include some type of information product that is relevant and can help the viewer you want to opt-in. Some examples are:
• Tip of the week
• Free white paper
• Promote special sales
• Give tips to executives and professionals
• Informational article
• Location-specific guide
• Free audio
• Offer an e-book

Step 4: Request opt-in in person:
• Exchange business cards
• Guess book on store counter
• Basket for business cards at events/seminars/shows
• Train employees to take down customer information

Step 5: Use print to collect information
• Send postcard offering an incentive to return card with email address
• Include opt-in incentive as part of print advertising
• Add opt-in incentive t back of your business card
• Utilize a domain name and place in your print advertising such as www.joinouremailjust anexample.com

WRITE THIS DOWN: Opt-in requests and awareness has to become part of your standard operations.

This completes Part 1 - next week is dedicated to the web.