Opt-Out Procedures for Email Marketing

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  • 0:04 What Is an Opt-Out?
  • 0:58 The Importance of an Opt-Out
  • 1:51 Purchasing Email Lists
  • 2:39 Getting Permission to Email
  • 3:44 Lesson Summary
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Lesson Transcript
Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

Email marketing is a great way to stay connected and communicate with your customers. However, before you get started, there are a few things to know about opt-out procedures and using email marketing.

What Is an Opt-Out?

Have you ever purchased a product online or been asked for your email address? This is a tactic companies use to grow their email lists. Under the box where you can enter your email address is typically the fine print telling you that you will now receive email updates from the company. However, there must be an option for you to stop the emails at any time. An opt-out for email marketing is giving the consumer the option to stop receiving emails from the company.

For example, most email newsletters will have an 'unsubscribe' link at the bottom of the email, giving the consumer the option to stop emails. The link takes them to a new page to confirm that they want to unsubscribe. It's important that the opt-out procedure is easy and quick to complete. We will now look at the importance of offering an opt-out choice, the practice of purchasing email lists, and the act of receiving permission to send emails to consumers.

The Importance of an Opt-Out

If you want to be successful and grow an email list of people who are interested in your company, it is important to have opt-out procedures. First, you do not want to lose customers simply because they are bothered by your email newsletters and do not have the option to opt-out. Next, you want to make sure you are not breaking any laws. Updated in 2008, a law called the CAN-SPAM Act was put in place to put more control over email marketing and the spam emails that people receive in their inboxes.

Before this, there were not many regulations on email marketing, and it could be overwhelming for consumers. Imagine receiving multiple emails a day from the same company and having no way to stop them! Part of this law is that every marketing email has to have an opt-out option. This is why it is important to give your consumers the option to opt-out of your emails.

Purchasing Email Lists

Some companies look at different methods to grow their email lists quickly. One way is through purchasing email lists. While this may seem like a great idea, there are a few issues. First, if you are purchasing an email list from a reputable vendor, the vendor will require that you get the consumers to opt-in to email newsletters. This means that you are not able to just start firing away emails. Next, email lists for purchase are most likely being sold to multiple companies. This means that the email addresses on this list are being bombarded with emails. Lastly, purchasing and using email lists can hurt the reputation of your company. The people on the email list may not know your company, but if they start getting spammed by it, they will have negative reactions. This is not the way you want to build your email list.

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