{"id":4148,"date":"2016-05-20T16:50:00","date_gmt":"2023-10-18T16:50:21","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4148"},"modified":"2023-10-18T17:35:57","modified_gmt":"2023-10-18T17:35:57","slug":"email-opt-ins-strong-campaign","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/email-opt-ins-strong-campaign\/","title":{"rendered":"Email Opt-Ins: Why They Make Your Campaigns Stronger"},"content":{"rendered":"\n

In the old times\u2014the wild west of email marketing\u2014anything went. You could send customers multiple emails a day. They would likely open every one, because they weren\u2019t getting a volume of emails, so they were excited about the prospect of hearing from one of their favourite companies.<\/p>\n

Times have certainly changed. Business email users send and receive an average of 121 emails per day and, according to a study by <\/a>Radicati<\/a>, <\/u>that number is expected to increase to 140 by 2018. Mobile email use is also expected to double to over 2.2 billion sent by the end of 2018.<\/p>\n

While not all companies are targeting business email users, these numbers reflect just how much email the majority of us receive during a typical workday. Combine that with our personal email accounts and it\u2019s easy to see how our inboxes can get overwhelming.<\/p>\n

Canada’s Anti-Spam Legislation<\/a> (CASL) requires implied or express consent to promote your organization, products or services through email, and certain details must be included<\/a> on every message. But once you have their permission, it’s important to keep the following best practices in mind.<\/p>\n

\"Turn<\/img><\/a><\/p>\n

It\u2019s a Trust Signal<\/b><\/h2>\n

By agreeing to an email list opt-in request, most users are sending you a trust signal; they believe you aren\u2019t going to take advantage of their inboxes. They are interested in what you have to say, and even if it\u2019s part of a download or offer requirement, they trust your company enough to say \u201cYes.\u201d<\/p>\n

However, what some brands forget is that trust is a two-way street. Beyond the legal requirements, businesses need to live up to customers\u2019 expectations by following best practices, maintaining integrity, and respecting their customers\u2019 time.<\/p>\n

Set Up Expectations<\/b><\/h2>\n

Another aspect of creating a foundation of trust during the opt-in process is allowing customers to see just what they are signing up for. <\/p>\n

\"screenshot<\/img><\/p>\n

This daily email newsletter landing page from <\/a>eMarketer<\/a>, for example, follows the best practices for email. It allows users to set their expectations accordingly:<\/p>\n