Tags: info

Respect Your Customers’ Personal Information & Reap Results

Respect Your Customers’ Personal Information & Reap Results

Beyond • March 25, 2010

The personal information your prospects provide to you has to be treated not only with total security, but also with exceptional sensitivity. To maximize your customers\' comfort, realize that they are uneasy about sharing that information with you and ensure that your email marketing messages reflect your care. Innocuous Information Used For The Wrong Purposes By the early 1930s, the Netherlands had established a very thorough population registration system similar to an extensive census in order to simplify municipal administration. The government collected extensive personal information on each Dutch citizen and in order to ensure that they received correct burial procedures, also asked the religion of each person. Once the Nazis invaded the Netherlands, the records were all easily in their grasp. They used this information to determine which citizens were Jews and Gypsies, and proceeded to execute them within weeks. As a result, the Netherlands had the highest percentage of Jews killed by the Nazis, fully 73% of that population as compared to 25% in France. This historical event not only demonstrates that \"the road to hell is paved with good intentions,\" but also that data which has been collected on individuals for completely innocuous reasons can be skewed to dark purposes. The AOL Blunder That Revealed 650,000 Users The early internet powerhouse AOL committed an enormous personal privacy violation in 2006 when they, completely by accident, posted the complete search records of well over 650,000 AOL users in a massive 4.4 GB file. Although these individuals were not directly identified, it turns out that most people conduct search engine queries on their own names or even social security numbers, so many are very easily determined. Suddenly, individual web surfers were no longer anonymous and every single search term they had queried was public information, revealing every manner of eccentricity or outright perversion. \"User 927\" even became a bit of a cyber-legend as their search history was particularly chilling and became the subject of a major theatrical play. These AOL users would likely not have typed those terms into the search box had they known that it was not a strictly private event and might even end up on stage! Permission Based Marketing Treasures Privacy The sensitivity level of most online users towards protecting their privacy seems to diminish each passing day as the prevailing view is that it\'s hopeless anyway. However, that does not translate into active approval of privacy violations, and this discretion should be very carefully noted by email marketers. Permission based email marketing is a covenant between the brand and the consumer: the brand asks for permission to send email messages and the individual agrees. It is also understood that along the way, the brand will be collecting information about the individual\'s preferences for the sole purpose of offering products and services that best suit their proclivities. Most consumers are more or less in agreement with this process as it has become nearly universal, but what they don\'t want to see is their personal information flaunted. This does not only apply to revealing that information to third parties, but even by direct reference within the email marketing message itself. Nuance & Subtlety Are The Keys To Considerate Emails How the personal information is embodied in the email is where nuance comes very much into play. An elegant reference to their item of interest is always preferable to a clumsy direct statement. If we consider the rather extreme example of a pharmaceutical company communicating with a sufferer of a highly contagious disease, subtlety in portraying the clinical information is going to be preferable to \"Hi Typhoid Mary, don\'t infect everyone you know, buy…\" Compassionate consideration of your readers\' personal privacy will be appreciated and rewarded. Keep that in mind when planning your next campaign.


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10 Ways to Build an Opt-In Email List

Beyond • November 14, 2009

As an email marketer, your first job is to build an opt-in email list. Without this list there is no way to send out your email newsletters. If you are building an opt-in list for the first time, don’t worry. Take a look at some great tips to help you compile a fantastic opt-in list! 1. Create a website Creating a website is a pretty simple thing to do. It can even be done for free. Once you create your website you can request visitors to register with you and thus get them to sign up. 2. Prominent Opt-ins Place prominent opt-in forms where ever you think potentials may see it. People do not have to time to hunt for your sign in forms. Place these forms in easy to see locations. 3. Write an E-book or E-report An E-book or E-report is a great way to get potential customers to visit your website. In this way they will be motivated to sign up for your newsletter. 4. Guest-write blogs A lot of blogs permit guest writers to place articles on their blogs along with a link leading to their website. This technique is excellent for gaining publicity. 5. Use ezine directories Get yourself listed in ezine directories. The best part is, this option requires no subscribers and is usually a free service! So make the most of it and get listed now! 6. Give out freebies Give out free stuff to your potential clients. Give away free screensavers, games, ebooks and more on your website. Place a sign up box on your website so that people checking out your freebies know they can register for your newsletters. 7. Submit your writing Make use of online magazines that accept your writing and if possible place a link leading to more information. You can also publish an online newsletter. There are lots of services that help you do this. 8. Provide quality information Your newsletters should contain interesting and well written quality content. Good content is the best motivator for getting people to sign up. 9. Provide quick opt-out Provide a simple and quick process for opting out. This encourages people to take a chance on signing up. 10. Find a partner It could be beneficial if you found a partner with similar interests to build an opt-in list with. This could lead to shared expenses, sharing of the list and better profits. Can you think of any more tips to build an opt-in email list? Tell us about them!


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