In some of the work I do, I use e-mail as a major marketing tool. I have found that many people are now afraid of using e-mail for marketing, fearing that they will be considered “Spam-ers.” There is a way to be respectful and not annoying, and still have the ease and inexpensiveness of e-mail marketing.
When I do e-mail marketing, I e-mail only to those people who have said that they want to be contacted this way—either by giving their e-mail or registering (on paper or web site) for e-mail updates. This is not enough, however. I think it is also important to include a statement letting people know how they can “opt out” or have their name removed from the e-mail list. I have a statement I put at the bottom of all of my marketing e-mails that looks something like this:
“My desire is to inform, not annoy. If you would like to be excluded from future mailings, please reply to this message with your request for removal. I apologize for any inconvenience and thank you.”
This way, I am letting people know what the purpose of the e-mail is, as well as giving them the information and instructions as to how to remove themselves from getting any further e-mails. I am also careful how often I send out marketing e-mails. Depending on the nature of your business, you may be sending out emails once a week, month, etc. If you are sending e-mails often (once a week or daily) then it should probably be considered a newsletter and people should be asked for their consent to receive the e-mails. I know that I do not like getting daily e-mails from places I have simply contacted for information. Also, expect that people may ask to be removed after a while. Even if they initially wanted the information, their lives change or they make a purchase and are no longer interested. They need to be given the easy option to cancel any e-mails when they would like.
Also: Making the Most of Your E-mail Signature
Using E-mail to Promote Your Business