03.07.20162 min read

Opt-in Email: Managing Preferences and Providing Value

By Madison Jacobs

Part 3 of the "Best Practices for Permission-Based Email Marketing" series

Great! You've made it to part three in a series of posts covering the best practices for opt-in email marketing. In the second post of the series, I talked about how to maintain permissions with your list over time and how to set expectations for your subscribers. In today’s post, I will cover two best practices for permission-based email marketing: the importance of allowing preference management and how to provide value in every email.

Managing preferences

You always want to let your subscribers choose how often they receive emails from you. Also, you want to give them the ability to choose what type of content they want to receive. You want to show your subscribers that you value their time and their interests and most importantly, their inbox. By giving those who receive your content control over how often they receive it and what they receive, you dramatically reduce your chances for spam complaints. Remember, just because you are using an opt-in email structure does not guarantee you won’t have any spam complaints. So, the more control you give to your subscribers, the less spam you send. It’s a win-win. Through most email providers, you can place a link in all of the emails you send that guides subscribers to an area where they can select what emails they want to receive and which emails they don’t.

Providing value

Permission does not last forever. In fact, it must be earned with every communication. So, even if you have established a good email relationship and allow your subscribers to manage their preferences, you still have work to do. In order to stay welcome in the inbox, you need to make sure that all of the messages your subscribers have indicated they want to receive are interesting and timely. Make sure your subject lines are relevant to what is in the body of the email. Also, highlight things that are time sensitive in your emails to stand out from other content. And, always let your subscribers know when you will be touching base with them again. Allow your subscribers to manage their preferences and providing value you in every email are two very important parts of permission-based email marketing. In part four of this series, I will talk about why and how you give your email subscribers the option to opt out. 

Was this post helpful?
Created with Sketch.
Infusionsoft cornerstone spinner
close button
Subscribe to our weekly newsletter!

5 Reasons to Subscribe:

1. Weekly tips to dominate sales and marketing

At our core, we're focused on helping you become a sales and marketing machine. We tap into the genius of the best salesfolks and marketers out there to give you daily tips to grow your leads, make more sales, and keep more customers.

2. Expert small business resources that cost you zero dollars

Want to go deep? We have you covered with free guides, webinars, and tools on a range of topics from marketing automation, CRM, and digital marketing to building sales and marketing strategies from the ground up. All for free. All for you.

3. We're focused 100 percent on small business success

We exist for one reason: helping small businesses succeed. We give you the ideas and insights you need to blow the competition out of the water. We serve business owners who are hungry to put in the hard work to grow their business and own the market.

4. We do the work for you

Running a small business is a 110 percent endeavor. You don't have time to surf Internet for the best small business insights and ideas out there. We'll do that for you with the best original content from our team and from industry experts and small business owners.

5. But wait, there's more!

Small business success means more than just sales and marketing, so we also hit on a range of topics to help your small business thrive, including personal and business growth, customer service, and business management.

6. Righteous GIFs

OK, we said five reasons, but we like to overdeliver...and GIFs. We really like GIFs. You're bound to see some righteous ones.

GIF of Ferris Bueler principal's assistant

P.S. We'll never give out your information. We'll only use it to send you awesome content and resources, if you're cool with that.