When Is It Ok To Sign People Up For Email Lists
These days, I feel like I am receiving more and more emails every day at work. Of course, I like them when they pertain to important information–emails from clients, vendors, media reps, etc. I’ve also signed-up for daily/weekly emails that I would like to receive from numerous companies that pertain to my clients’ industries, general industry news and areas of personal interest to my self.
I love how I received an email from my client at Seaport Village about an upcoming night out at Seaport Village event they are hosting. It lets me know about additional things they are doing to drive additional traffic and sales to the village.
I also like it when my co-workers at the San Diego marketing agency I work at, friends or clients forward me on emails or sign me up for emails they think will be of interest to me and my clients or pertain to something specific in my industry.
However, it is an entirely different thing when a rep I’ve never directly worked with (yet I have worked with the company) and I hardly know signs me up for an email list without asking me for permission or forwarding me on the email first to see if this is something of interest to me. The email doesn’t have anything to do with their specific company, yet, it has to do with a company they partner with that supplies people with green tips, iLuvTrees.
I don’t really think the rep really cares if I read or unsubscribe to the email list. I feel that this is just another way that the rep is trying to keep her company’s name fresh in my mind. A little sneaky, yet, I must commend the rep for her efforts on this.
But, if you really want someone to think of your company when they are needing a specific job done, don’t sign them up for some email list. Forward the email, directly from you, with a 1-2 sentence introduction telling them why you thought this would be of interest to them. That way you don’t just get your company’s name out there, you get your name out there as well.
Why should you do this instead? Because, quite frankly, I can tell you the name of the company, yet I can’t tell you the name of the rep.
Some good rules of thumb here. It’s all about opt-in, transparency and attention to individual customer. If you can pull this off you should be golden.
I don’t think it is ever acceptable to put anyone’s name on an e-mail list without their permission, or to share someone’s e-mail address with another without their permission. It’s a matter of business etiquette. In the past six months I have seen my volume of unsolicited, undisclosed-bulk e-mails increase dramatically and have been dismayed to find out that in some cases, my address has been shared by “friends” and “acquaintances”.
I like your common sense, personal approach when you first make contact with someone. Establish yourself as the go-to person and ensure that you’re matching clients and services. Everyone wins that way.