Over the last few weeks, we've covered four of Karen Talavera’s "Six C's of Permission Email": Conscious Consent, Choice, Clarity and Confidence. In this issue, our final installment on Talavera’s series, we tackle the two last points.

Control
"Put your list members in the driver's seat," writes Talavera, "allowing them control over their communication choices, access to and use of their data, and even the ultimate control to broaden, narrow or end their relationship with you." Recipients should be able to tailor their preferences in areas including: (a) the types of communication they receive, (b) the channels you use to send messages and (c) the amount of data they provide, and the way in which that information is used and shared. There should also be a clear way to leave a communication stream, or to opt out of a previous choice.

Confirmation
"[Critical] to the opt-in process is confirming that a voluntary join action has taken place as soon as possible after it occurs," Talavera says. The best way to do this is to reply with a confirmation message that:

• Verifies the email address is correct and deliverable.
• Provides links to an account management center.
• Includes contact information for customer service.
• Begins the process of keeping recipients engaged with an offer.

A confirmation should also follow any changes the recipient has made after the initial sign-up.

The Po!nt: Says Talavera, "If you keep the 'Six C's' in mind at each stage of your customer relationship building process, you'll be at least a few—if not six—steps ahead of the game."

Source: MarketingProfs. Click here to read the article.

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