Business // April 22, 2013 

Whenever I work with clients, I’m a little bit of a party pooper. I’m always reminding them about CAN-SPAM laws and Facebook regulations. I’m not the cool consultant who lets you underage drink at my house and won’t tell your parents. Over here it’s lights out at 10 with a cup of warm milk.

That might not be for everyone, and I totally get that. But it’s my job as a professional to work ethically and keep my clients up-to-date.

And there’s a reason I really like following the rules – because as a consumer, it really irritates me when brands break them! Especially when it comes to email communications. Recently, I’ve received a few emails that I never opted in to receive and that have no way – that I can identify – to opt out. So, my only option would be to send an email directly to the person and hope that she removes me from her list. That’s not cool. It’s awkward and annoying. And, it’s against the rules.

Spamming people does not make them want to buy your product. It does not make people want to refer their colleagues to you. It just makes them mad and then, in turn, makes them passively aggressively write nasty articles about you.

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So, if you’re thinking about sending emails to your clients and prospects (which can be a very effective strategy for some businesses) here’s what you should do:

  • Set up an account with MailChimp. It’s free and very easy to use.
  • Create a list and opt-in form in your new account. You can even add a code on your website and Facebook page to capture addresses.
  • Promote your sign-up form. Publicize it on Twitter, Facebook and in your email signature line. Send personal emails to your contacts asking that they sign up and give them a great reason why (discounts, tips, VIP access…)
  • Generate great content and send it to the people that WANT it.

When you use a service like MailChimp, you are sure that everyone has opted in and that they can easily opt out if the information is no longer needed. It’s a simple and free process and it will actually help build your list beyond people you know personally or have met at a networking event.


Published in Business

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