Member-only story
Email Marketing: Consent is Key
When it comes to email marketing, treat it the same way you would sex: with express consent only.
About a year ago, I joined a networking group and we had all sorts of amazing people join us as both members and guests. Every week, conversations were had, connections were made, cards were swapped and one-on-one appointments were set. We learned about each other, discovered how to create perfect referrals, and we all left feeling great about our group.
One day, we had a new visitor. As is standard with groups like this, we always enjoy visitors, especially ones that blend well with the group. We’ll call him John to protect the innocent. John was what our group wanted — he was charismatic, he represented a sector we needed, and he had good energy. We were all excited to have John join our group.
John visited us a couple of times, gave a solid pitch and engaged in our group. I liked John. I was looking forward to referring business to John. One of the things that John had expressed was that he was having challenges with his email marketing.
“Everyone says my emails are going to spam,” John admitted. So of course, I put on my deliverability detective hat and started asking John questions.
