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A Checklist
Here's a quick checklist to consult when considering how to list your site from the perspective of search engine marketing. (For a print-ready PDF version, click here.)
|
Technique |
Description |
|
Get active consent |
Make it clear that consumers are agreeing to a permission email relationship. If your check box says "Yes" or "No," don't pre-check the box. |
|
Make unsubscribing easy |
Create a special page on your web site where recipients can unsubscribe by just clicking a URL in your email. |
|
Maintain subscriber privacy |
Don't give or sell customers' email addresses—that is, their permission to be emailed—to any other company or person, unless you ask for the customer's okay in advance. |
|
Make updates easy |
Users should have a quick-and-easy way to give you updated contact info. |
|
Protect your IP address |
Make sure that your marketing department is using a double opt-in email list. |
|
Educate your organization |
IT is responsible for educating your entire organization on proper email protocol and the elements of permission marketing. Don't expect them to know this stuff—instead, expect to teach it to them. |
|
Work to reduce abandon rates |
Tell users how long the form should take to fill in, make it easy to track where they are in the process, and limit the requested info to 5–7 items. |
|
Prep your marketing staff for response |
Tell the marketing department when their email is about to go out, so they're ready to respond to inquiries. |
|
Pay attention to bounce-backs |
Collect all the bounced-back email, track it in a database, and try again to reach those people. |