Database Management: Authorization

Let’s make it crystal clear: only send emails to those who’ve consented to do so. Anything else should be considered spam, even if the recipient doesn’t report it as such or ends up being interested in what you’ve got to say. But trust me, this is pretty rare.

White list is the technical term for all the accounts obtained by authorization – a “tidy” list of email addresses that are usable for email marketing. To hammer home the message, the only truly good database is an authorized one. Allowing oneself to be lured into purchasing contact lists can be appealing – especially since one can obtain huge numbers of addresses in a single shot. But in the long term you’ll just end up causing more harm than good – and not just from a legal point of view.

According to certain statistics gathered by Lyris, the use of rented lists hasn’t demonstrated any real and lasting benefits. Only 15% of marketers consider them worthwhile, in terms of routine results. There are definitely justifications for its use in certain and one off cases, but the practice of looking after one’s valuable subscribers lists lies elsewhere.

So how does one obtain the necessary mailing-out permission?

Undoubtedly, the simplest way is by subscribing directly on one’s website. Subscribers fill-out a form, inserting some data – at least their name and email address – and indicate their willingness to receive information. The process should always use a double opt-in procedure – which means a second confirmation via an automatic email.

Be aware that the act of subscribing to a database list is much more than a simple legal and effective guarantee for mailing-out emails. It is a clear way to show subscribers’ interest in receiving your content.

This basically implies, on your part, a sort of unwritten agreement. This interest must be constantly stimulated, and never taken for granted. Remember that true email marketing is like an interpersonal relationship, and as such must be treated with the utmost care.

Even though it is a Business practice to shoot out generalized product manuals to any email ids that they have in database. It is considered categorizing the product manuals to business professionals related to the right Business is different. Many marketing people assume that 1 out 100 may find it useful. Instead identifying the right set of professional and shooting out to those more professionally can fetch out a result of 25 out of 100 interested in the manuals and can usefully spread to right set of people. Click to read more.

There are also some forms of authorization that fall half way. For example, you might consider sending newsletters to people you know or with whom you’ve exchanged business cards at a meeting. This practice, of taking for granted people’s authorization, isn’t advisable. However, it’s much better than indiscriminately firing-off emails to unknown addresses.

Another example. An email lands in your lap that contains the addresses of hundreds of important managers mistakenly copied in cc instead of bcc. Whipping them into your own database is spam – even if you were put in copy, it doesn’t mean that you have obtained any authorization from them. But on the other hand, it’d be a shame to let this contact list go to waste.

You could consider sending a personalized offer to get them to subscribe – perhaps directly from your personal email, in order to firstly establish a simple dialogue. Then, if any of the recipients express a real interest you can add them to your contacts’ list.


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