Getting (and Keeping) Permission for Your Email Marketing

This article is courtesy of Javed S. Khan

There is increased focus on email marketing, now that the Canadian Anti-Spam Legislation (CASL) is on its way. That means it’s time to take a close look at your permission marketing practices. It’s critical to ensure you earn and keep the permission of your subscribers.
For many organizations, the standard operating procedure is to assume implied permission from anyone who becomes a customer or you have met – and only remove them from the list if they unsubscribe. Under this new legislation, you may want to take a look at this practice.
What are the best ways to earn and keep permission? These tips should help.
1. Respect the Relationship. Make sure you collect permission before you begin emailing people. The best way is to invite customers to opt in when they first begin doing business with you. You could also gather permission through an opt-in form on your website, through traditional signup lists, or even through Scan to Join campaigns using QR codes. Implied permission is not enough – once the new legislation goes into effect, you will need to get explicit opt-in.
2. Be Careful Not to Over-Communicate. Place value on the privilege of communicating with your customers and take care not to communicate too often. As a rule of thumb, you should be emailing no more than three or four times per month.
3. Be Straightforward. Remind recipients why they are receiving an email from you through a permission reminder. This will add credibility and put your email into context, differentiating your communications from unwanted email.
What does this all mean? Be very particular on the development of your email list, ensuring your contacts have given you permission to send them information – they have opted in. Be sensitive to their needs and keep CASL in the back of your mind.
About Javed S. Khan
Javed S. Khan is a Local Expert Presenter & Solution Provider with Constant Contact and hosts the ever popular “Best Ever LinkedIn Clinics”. He works with small to medium business owners and associations, teaching best practices relating to email, social media and online marketing, as a means to drive awareness and more revenue.
He is regularly asked to be an Event Speaker and has hosted many event presentations himself. Interested in having Javed at your next event? Please call him at 416-889-6069 or email
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