HTML Email Marketing
An email marketing campaign is an excellent way to reach more customers, or remind existing ones that you exist. Before you begin though, it really helps to be clear about the purpose of your email (e.g. to sell a product, promote a service, to provide information etc.), and this in turn should help determine who you would like to send it to. For this you will need to develop a targeted email distribution list.
Email Distribution Lists
If you’ve been busy collecting emails from your customers with their permission you have a good start. It’s certainly best if your email distribution list is permission based – that is a list of subscribers who have already giving their permission for you to contact them by email (e.g. by subscribing through your website or other sources). It’s worth putting in some effort to develop and maintain this list so do not miss opportunities to get people to subscribe to your emails.
If you do not have a good list of subscribers, you might be tempted to send out speculative emails. This can be quite contentious and for a good reason – to prevent spam. There are legal pointers to bear in mind (the US has quite stringent rules). However, in the UK and Europe at least, if you are marketing to other businesses (B2B marketing) then you should be OK. Email marketing company, Extravision, gives the following advice (see Legislation to consider when embarking on marketing via email for full article):
‘The good news for you if you are selling and marketing to other businesses is that you can continue to work on an ‘opt out’ basis. This means that you can contact those names you have on your database without needing to gain their permission first.
The legislation allows the member states to choose whether or not to include business emails in the ‘opt in’ rule. The UK government decided that common sense dictates that you shouldn’t need advance permission to contact a business. It also felt that corporations were well placed to protect their systems from unwanted emails.’
You should also make sure that you do not conceal your identity in your emails and provide a free of charge ability to opt out of future emails.
Note that email marketing to individuals, which for legal purposes, includes sole traders and partnerships, should be permission-based i.e. on an opt-in basis. Therefore if you want to market to personal email addresses the recipients must have opted in to receiving your emails.