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:
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.
“Email and texting each have their ideal uses in a business context, depending on the nature of the communication, the audience, and the level of formality required.”
“One of my favorite examples of influence is in the 2004 film Mean Girls. When the girls at North Shore High School see “queen bee” Regina George wearing army pants and flip-flops, they decide to do the same. It’s absurd but also entirely realistic.
Whether we admit it or not, no one is immune to the power of influence. We all have those we look up to and listen to, even if subconsciously. That’s why B2B influencer marketing is nothing to scoff at.”
Tobi Lutke, CEO of Shopify, makes an elegant case for AI and sets an example of how to implement within your own company.