Handing you a business card does not equal opt-in
I received an email newsletter yesterday from a person I met at a seminar a few months back. At the seminar, we chatted about various things and he asked for my business card. What happened next?
Now I find myself subscribed to his email newsletter which is promoting his business. I may actually find some of his products useful, but that is not the point. It was sent by a newsletter service, with links at the bottom to unsubscribe. He probably thinks this approach is enough.
I did not opt-in to his newsletter. So, in the sense of e-mail ettiquette, is he spamming me?
Yes.
Ultimately, spam is in the eye of the recipient.
When I worked at eGroups and Yahoo!, we had numerous debates on this topic. The entire field of permission marketing was evolving. Many people viewed getting your email address as license to email you. Not the case.
As a marketer, you have two questions to answer regarding how you will use email.
1. What standards will you uphold in terms of gaining the recipient's permission? The highest standard is double opt-in, or when a person has an "option" to be "in". The first opt-in is when the recipient requests to be on your list. The second opt-in is typically done by an automated system, which requires that a person confirm their subscription.
2. What behavior will help you get people to opt-in? If you have people subscribing via your website, getting the double opt-in is quite easy to automate. How do you deal with the business card scenario described above?
One approach is at the time of exchanging business cards. Very simple to ask "Would you like to receive my free email newsletter?" or "Would you like to be on my mailing list to learn about upcoming events?".
I can say no, in which case the person can still put me in their contact database. They can send me direct physical mail. Printed, with real postage. Yes, the rules are different here.
If I say yes, they can ask me to initial or sign the back of my card and write "newsletter". This step provides proof of the first opt-in. Now they have permission to add me to their automated list, which will send out the confirmation link for me to complete the second opt-in.
Another approach is to change the business card. Instead of handing out a conventional business card, print a different card that includes a web address to receive a free report or something of value. When you give me the card, say "Check out my website here to get a free report on ______ (fill in your area of expertise". Now the person has a reason to go to your website.
If all of this seems like a hassle, get over it. The steps I described are very simple to execute. Changing your mindset is perhaps more difficult — to demonstrate the highest standards of trust and permission — which ultimately treats your clients and prospects with the utmost respect.
