updated: 2019

Why do you want their permission,

…don’t perpetuate spam (or even the perception of spam).

Permission-based email marketing (using opt-in practices when developing your email lists) is the law in the U.S., and many get around this law with implicit permission in the fine print. We are all too familiar with fine print.

Explicit opt-in works best over implicit. Explicit means someone knowingly signed up for your email lists, and why, because they are genuinely interested. You acquire genuinely interested people with good content, copy, images — and also a genuine belief in the product or service that you’re providing to the people who are, or will become, your audience.

Permission marketing will improve your bottom-line and here are some of the reasons why:

You wouldn’t want to duplicate the practices of a spammer

We already have too many spammers. They are causing issues with an otherwise much needed email service. Insure you don’t annoy people and insure you make a potential reader a long-term customer. Find people who choose to receive your email.

It’s cost effective

At first, it may seem daunting to begin your list from scratch. Later on, however, if you have readers not interested in your offerings, they will take away from your budget and place a drag on much needed resources for customers who are interested in your message, product, or services.

You’ll report better results

So your bottom line is likely tied to your performance.

Make sure your lists are totally from people who want your email, and then your tracking and reporting results will out-perform any other method of gathering email lists. The return on your investment will also perform more favorably.

You will get to know your customers

If you’ve gathered your own email list, you will know who your readers are and will be able to better tailor your email to your audience. Furthermore, you will know how to segment your subscribers and further target your message.


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I mold my approach to art and the written word by observing the light and seeking out information, by following color, form, time, and sources. I'm continually learning new ways of working and reminding myself to pay attention to the sights and sounds, and to always take notes.