E-mail permissions
Want to improve your email marketing strategy? Then it's important to understand the importance of email permissions. Here I'll explain what email permissions are, how to obtain them and what can happen if you don't.
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What are email permissions?
Email permissions translates to 'permissions to send emails'. Think of it as an invitation to your email party. When someone checks your email permissions, they are saying "yes please" to receive your emails. This is crucial for building an authentic and engaged newsletter list of people who actually want to hear more from you.
If you happen to send emails to people who haven't given permission, it can damage your brand and its reputation and result in your emails ending up in the spam folder instead of reaching your customers' inbox. Therefore, it is important to collect email permissions and only send emails to people who have given their consent to receive them.
Furthermore, the law is clear! According to section 10(1) of the Danish Marketing Practices Act, it is illegal to send emails for marketing purposes without permission from the recipients.
How can you retrieve email permissions?
Here's the more interesting part - how do you get people to say "yes" to your emails? It's all about inbound marketing, where you attract potential subscribers by offering valuable content that they want or need. For example, you can collect sign-ups in the following ways:
- Online shop purchases: An effective way to obtain email permissions is to ask for them in connection with a purchase on your online shop. When the customer is about to complete their purchase, you can ask for permission to send them relevant emails.
- Pop-ups: Use pop-ups on your website to attract attention and invite visitors to sign up. But be careful - pop-ups should be discreet and relevant so they don't disrupt the user experience.
- Sign-up form: Place sign-up forms strategically on your website, for example in the footer or on a landing page. Make it easy for people to enter their email and join your newsletter list.
- A great offer: Offer something irresistible that people can only get if they sign up for your emails. It could be a free e-book, a valuable guide or an exclusive discount code.
What happens if I don't collect email permissions?
Your email game will quickly become the talk of the town - whether you are successful or not. If your recipients receive an unexpected email from you, their action could negatively affect your success when you send future emails from the newsletter list. This could be the case for example:
- Open rate: First and foremost, your open rate will be negatively affected if you send emails to recipients or to a lead without your permission. It can also happen that the recipient doesn't recognize you or remember signing up for your newsletter. All of this can cause your open rate to be low, which can make it difficult for your email to land correctly in your customers' inboxes in the future.
- Spam: Spam primarily occurs as a result of unwanted or inappropriate content sent out to a variety of recipients - such as newsletters. Some people will mark your email as spam if they have never agreed to receive your emails or if they no longer want to receive them.
- Unsubscribe rate: Unsubscribe rate is an important measurement of how many recipients choose to unsubscribe from your newsletter. If you send emails to people who haven't given permission, it can result in a high unsubscribe rate.
- Blocked email: If you send emails to unauthorized people, they will be blocked by various databases that will flag your domain as malicious. This can result in your emails never reaching the recipient and can damage your reputation.
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