A Summarized Tutorial on Email Marketing for Beginners
If you are not sure of a particular marketing method, then it is understandable that you will make a flub or two, here and there. The attitude that you possess all the knowledge required is a dangerous one at best because there will always be more to learn. Rather than being cavalier about what you are doing, look at it as a serious business needing serious preparation. There are aspects of email marketing that even non-business people know, and as you can guess there is much more. The jargon and terms related to email marketing are not hard at all, but you must know them as soon as you can.
Starting right from the top, anytime a person subscribes to a list they are also opting-in to that list. Yes, this is the foundation of permission-based email marketing and only applies to commercial intent. All else in the list marketing process flows from the moment the reader elects to voluntarily opt-in to your list. From that point on, you are good to go until the person unsubscribes, etc, but we are getting ahead of ourselves. We alluded to different scenarios and processes involving opting-in, and you need to know about them plus a few more important points.
Some marketers only use text emails, and another percentage tends to use the HTML based emails. You want your emails to be acted upon, and the additional flexibility with HTML can allow for that to happen. You may know that images affect people which is why some go with HTML. But just remember that you cannot go overboard in your emails. Keeping an eye on your open rates and what you use in emails will be good feedback for you, too.
The single opt-in lacks the confirmation step that the double opt-in imposes on the subscriber. Obviously, there is no record of confirmation the person actually subscribed with the single opt-in. However, this method is still very popular with marketers because it increases the rate of subscriptions. Yes, people can be fickle at times by signing up to be on your list but never clicking the confirmation link they receive – if you use the double opt-in. With a single opt-in, the person gives you their contact information, and then they are merely sent an email stating they have subscribed. If you are new to email marketing, we recommend you avoid getting paranoid about the false accusation of spamming that can occur with a subscriber. We have no statistics or any kind of data on how prevalent that is in the industry. But it is something we hear about very infrequently, and we feel it is not worth worrying about. Nevertheless, you should go with which ever option makes you feel most comfortable.
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