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Numerous companies and individual marketers have attempted to use the email system as their promotional medium. Unfortunately, many of them have been met with resistance from internet users who label their marketing message as spam. The term used to describe unsolicited email, spam has become as common as the internet itself. You just may have a boat load of it waiting in your inbox as we speak. Spam has grown to be such a controversial issue that permission-based marketing should be a priority for any marketer. The good thing is that there are ethical ways to effectively run a bulk email campaign and acquire the permission needed to reach your target audience. Below are three practices we recommend.

1. Build Your Own Mailing Lists

For the right price, you can build a massive list of email addresses of people that may be interested in your marketing campaign. In fact, the selling of email addresses has become a big business all its own. Although making an investment in such a list will undoubtedly provide you with immediate access to a large number of potential customers, this approach is not recommended for the marketer looking to run a permission-based campaign. Instead of purchasing a list, build your own internally. Aside from using the sign up form on your website, collect email addresses at trade shows and other points of contact with existing and potential customers. When doing so, make sure that your contacts know exactly how their email address will be used. An in-house email list can be a valuable asset in helping you obtain permission.

2. Use the Confirmed Opt-in Method

One of the best ways to approach bulk email is using the confirmed opt-in. This method will give you the reassurance that the people on your mailing list actually want to receive mail from you, virtually eliminating the possibility that someone else used their email address or any other discrepancies. You can maximize the effect by adding an anti-spam and privacy policy statement near your confirmation link that explains how the subscribers information will be used. It would also be a good idea to include instructions that explain what the reader needs to do to put you on their whitelist. This is a strategic move that will help prevent your mail from being accidentally sent to their trash folder.

3. Create Valuable Content

Another great way to the build the quality list you need for sending email is to offer valuable content. For example, you could create a newsletter, membership site, or even a blog that encourages people to sign up for your campaign. If your content is of great quality and provides value to the reader, acquiring permission could be easier than you imagined. Regardless of the method, establishing an ongoing relationship with opt-in subscribers means you have to maintain their interest. While this can be difficult to achieve, it is not impossible. Remember, you are after long term relationships and repeat sales, both of which can be achieved by consistently cranking out valuable content.

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