Do you remember the word I made up last time?
Unjoin.
Today I'll let you know what the concept of unjoining means and how it will get you in trouble with your customers.
So, what does it mean to 'unjoin' a list before you join it?
Here are two real life examples I came across the other day from two very large companies who should know better (I will leave the guilty parties unnamed).
Real life example one - From a large multinational car company website:
I do not wish to receive
( ) ABC Company special events and promotions
( ) ABC Company Retailer promotions
( ) Marketing Surveys
Do you see where this company is requiring the customer to unjoin the list before they even joined?
If the customer did not check the boxes above they would be put on three email lists! I call this reverse permission email marketing and I think it stinks.
Real life example two - From a large national telecommunications company website:
(x)Yes, I want to receive via e-mail, information and special offers on products and services from XYZ Company and its affiliates.
Whoops, this company has already checked the box for the customer! This is a sneaky way to get more email addresses on your Email marketing list. Lots of people don't notice the pre-checked box and submit the form with the box checked.
The result?
Email marketing messages flooding an unsuspecting customer's inbox.
Did the customer ask to be added to the list?
No.
They were tricked into being put on the Email marketing list.
Now, I know all of readers of this article would never do this to your sacred customers. Why would you?
*****It just ticks people off and you are getting customers on your Email list who really don't want to be a part of it*****
So how do you really ask customers to be on your list?
You ask people to join and let them join if they want to.
Don't:
-trick people into joining by pre-checking boxes
-ask people to say which newsletters they DON'T want to receive
Here are some ethical ways to ask:
Offline businesses:
-use a blank check box on a paper form that you are using to gather information
-use a blank check box on a paper "customer profile" form
-use a blank checkbox on a paper contest entry form
-use a signup sheet at your cash register and get the customer to signup on the spot
Online businesses:
-use an email newsletter signup form on your website
-ask the question (with an unchecked check box) when your customer is paying for their order online
-ask the question (with an unchecked check box) when your customer is placing a customer service request
Here is my three-step Email list building recipe:
1. Always ask your customer's permission to add them to your Email marketing list.
2. Be thankful for the email addresses you get on your Email marketing list.
3. Know that the customers on your Email marketing list really want to hear from you and will respond when you email them.

About The Author

Joan Pasay
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Copyright Joan Pasay - 2005