Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level

Chapter 5 Review

• You must put a price on what an email address is worth to your organization. It’s the only way you’ll make a compelling case to make it a priority internally. It’s the only way you’ll be able to make use of email marketing.

• For worthwhile results, you need to get permission the good old fashion way (by asking). Selling or renting your lists, selling or renting someone else’s lists, or email appending are all unacceptable practices.

• When confirming permission, double opt-in includes an extra step that requires the potential subscriber to click and activate the subscription. While it yields a smaller list than any other kind of opt-in, it ensures quality of email addresses before they are added to your list.

• Leverage all email collection points available to you: online, in-store, and networking and tradeshow opportunities. You are investing in customer acquisition tactics outside of email (because as we’ve already discussed, email is an ineffective acquisition tool), so you might as well use those touch points to build your database!

• When collecting any sort of data via a form, keep questions minimal and friction low. I already told you that I’m not sending in a hair sample to register for your emails.