Question

Topic: E-Marketing

How To Invite Newsletter Subscriptions?

Posted by Stefanie on 7/11/2008 at 1:03 PM ET 125 Points
I'm starting an e-newsletter for a small software company. I want to e-mail my database of customers and prospects to invite them to subscribe (I use Emma to deploy e-mail campaigns and to track opt-ins and opt-outs). I'd like to use a sample first issue of the newsletter to do this. But the invitation e-mail itself may be considered a SPAM message since nobody has opted into anything with my company yet. Any advice? Is it OK to deliver this "one-time" message as long as I clearly explain it's a one-time message and they'll need to sign up to receive more?
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RESPONSES

  • Posted on 7/11/2008 at 1:19 PM Accepted
    What's the size of your database? I would suggest you to first send an opt-out mailer with generic information like you would be interested in sending news letter kind of information related to their industry. On those lines & give 3 ways to opt-out.

    1) Provide an opt-out link.

    2) Active Telephone number.

    3) Your mailing address.

    NOTE: All these three option are very important for you to be in compliance with CAN SPAM act 2003.

  • Posted on 7/11/2008 at 1:28 PM Accepted
    Slucas
    You are actually sending this to your database, customers you already have a relationship with, so I don't think these people would be unhappy with you.

    It is perfectly OK to send this newsletter to prospects as a one-time action with the choice to opt-out of future newsletters if they wish.

    I've done the same thing in the past and have not received any negative feedback. I send an e-mail blast and attach the newsletter - I start the e-mail communication by apologizing for "intruding in their busy day" and follow with some statement such as "I thought our company would provide you with engaging news of topical interest and related to the xyz industry that we think might be relevant to your own organization, etc., etc."

    It is a small newsletter - only 4-pages, so I save a portion of the last page to "soft-sell" our products and services in a conversational, non-threatening way.

    Offer an opt-out at the end. That usually makes people receiving the communication feel as if they're "in control" hence often times, they will be more willing to continue receiving your communications.

    Good luck.
    Mayrah Rocafort-Mercado

  • Posted by michael on 7/11/2008 at 1:51 PM Accepted
    Absolutely no problem with doing this. You already have a relationship with these people.

    Just be certain to ask how often would they would prefer to receive these

    Michael
  • Posted by joshnason on 7/11/2008 at 2:08 PM Accepted
    Yeah, this definitely falls into one of those gray areas. If you have a good dialogue going with these people, I don't see any issue with you sending out a message asking them to opt-in. If you send over and over and over again, that would be a much-bigger concern.

    Josh the Email Marketing Guy
  • Posted by melissa.paulik on 7/11/2008 at 2:31 PM Accepted
    Stephanie,

    Since they are existing customers, you should be safe sending the initial invitation to subscribe along with a sample. I like the fact, though, that you are trying to make this an opt-in instead of an opt-out. Even existing customers appreciate that approach.

    That said, I wouldn't make this the only place you "market" the newsletter. The spam filters will catch these no matter what you do, so you need to get the message out other ways as well. Ask the customer facing roles to add a subscription link to their signature line. Make a subscription link prominent on any customer facing portal pages. Add it to all customer communications.

    All the best!

    Melissa Paulik
    [URL deleted by staff]
  • Posted by Tracey on 7/11/2008 at 2:37 PM Accepted
    You are ok since you already have a relationship with them.

    I would also suggest that you post the content on a website (even if it's private), and provide an RSS feed. I prefer to get most of my content via RSS feed. Also, you might consider posting this content to any social media sites your participate in if you have any (Facebook page, blog, etc.)
  • Posted by Stefanie on 7/11/2008 at 3:10 PM Author
    Wow, thank you all so much -- these answers are all very helpful and reinforce my confidence in it being OK to contact my current DB folks to get the ball rolling.

    I believe I'll send the sample with a quick sentence or two at the top explaining it's the "debut" issue and a one-time sample -- and that they'll need to opt-in to keep receiving it. Then, to catch new contacts as they come into the DB, I'll include a link to subscribe in a new contact welcome message along with a link to samples of past issues.

    Appreciate all of your time to respond on a Friday afternoon!

    Stefanie
  • Posted on 7/11/2008 at 3:17 PM Member
    Stephanie,

    Since they are already customers and prospects, it should be OK, as you already have a relationship with them.

    Tell them something about the subjects you will cover, how often they will get the newsletter, and of course, include an opt-out link, physical address, and a clear indication of who the sender is.

    Also, ask them to whitelist you (add the newsletter email address to their address books). if you use images, offer a web viewing option, since some companies block them.


    Jodi

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