Here is a great example of how to waste your email time and money. The From is “service.” Who the heck is that? Looks like spam so I’m not opening it. The Subject line is “dry cleaning coupon.” I don’t need a coupon today and it’s Monday morning. Delete!! The opening line (which I can see in my preview) is “Dear Valued Customer.” Yeah. I’m so valued that I’m anonymous. And let’s go one more. I have never done business with this dry cleaner; I have no clue how they got my email address so I am not happy about that. They probably bought an email list somewhere. But I have no interest in their product so the email is a total waste. They’ve only irritated me. If I should need a dry cleaner soon, do you think I’ll go to them?

Building your business on social media is like renting a house—you’ve decorated it beautifully, but the landlord can change the rules anytime. Your email list, however, is property you own outright. This distinction can make or break a small business when platforms change algorithms or face potential bans.

You strive to deliver the perfect email experience to your subscribers. But if you’re glossing over email accessibility, you could be alienating those with visual, physical, cognitive, and neurological disabilities.

Read on to learn how to make your emails more accessible for all of your subscribers.

Email Permission

The CAN-SPAM law for sending emails allows for implied or explicit permission.

Implied covers anyone whoasks for a quote or sample, does business with you, etc. It can also coverprofessional colleagues after a one-on-one meeting.  People who give you a card at your trade showbooth are included.

Implied does not cover: membership lists, lists from a strategic partner, emails for all attendees at atrade show or emails copied on an email you receive.

SMS (Text) Permission

SMS law for sending textmessages requires explicit permission. You also have to document thatpermission.

Yes, I know there are companies who break this law every day. They show up in my Inbox too.  However, you want to aim for the highest level of professionalism and follow the laws carefully.

The Opt In Form Above

This form accomplishestwo goals:

1. It asks for permission to add the visitor to your email list immediately.
2. It asks for permission to add the visitor to your SMS list immediately.

It doesn’t say you are doing text messaging right now.  So this is a way to start gathering SMS permissions so that when you have a sufficient list and a need for SMS messaging, you are prepared.  You’re gathering now in preparation for the day you want to send a message.  People are much more hesitant to give SMS permission so building your list is a slower process than building an email list.

Offering a Gift for Opting In

You can offer a gift or discount or special of some sort to encourage people to opt in.  You can have 1 offer for email permission and 1 offer for SMS permission.  I saw this alot when I did my holiday shopping in December. I might get free shipping for an email address and a 20% discount for my cell phone number.

If you are adding prospects and new clients to your email list, you have potential to grow with them.

Purpose of Email Marketing

Every email needs to educate your client base. They will forget that you offer ABC because they think of you as XYZ. Tell them. Tell them again. And tell them again! YCL has been in business for 29 years. We’ve been sending emails for probably 25 of those years. Occasionally I still will hear “Oh, I didn’t know you did that!”

It’s a busy world. A new client, in particular, can simply forget about you. They go for the new shiny thing unless you work hard to build trust and reputation.

Review every process in your company. Look for opportunities to ask for permission to add people to your email list. Does the person answering the phone keep an ongoing list of caller emails? Does your order desk ask everyone for their email? After a shipment or a project, do you confirm that you have emails for the proper people at the company?

Keep that email list growing and expanding!  The effort will pay for itself many times over.

Example from Staying Alive

I used a QR code for the YCL opt in.

Offering a gift increases the number of opt ins you will receive.  Otherwise, the forms have light response (Think of when and where you opt in!). Even with light response, the forms are worthwhile. You’re taking every opportunity you can to gather emails and cell numbers.