Getting Permission for the First Mailing

A recurring question that we get asked at CAUBE is "How do I get permission for the first mailing?"

To start with, get a copy of Permission Marketing by Seth Godin, and download his latest book, Unleashing the Idea Virus. These are essential reading for anybody who wants to market by electronic mail. The Idea Virus web site also has a newsletter you can sign up for to be kept up to date on the latest techniques in permission marketing. Interestingly, if you sign up for this you have proven that obtaining permission is possible, because you will be effectively giving him permission to market to you.

Other first steps towards letting people know about your list so you can get their permission are:

• Opt-In Email Promotion Services - but make sure they're legitimate.

• Banner Exchange Programs - these offer free web based banner advertising.

• Search Yahoo to see what other web sites are available in your product category, and find out if those web sites have links to vendors. If they do, contact the operators of those sites to get your business listed.

• Post a single on-topic announcement to a few appropriate USENET newsgroups.

• Finally, Yahoo has a category devoted to Internet based promotional opportunities.

Preface - Why this is  the most important lesson on Internet marketing you will ever read.
Overview - What the problem means to you.
Microeconomics of Spam - the economist's view.
Getting Permission - how to get permission for the first mailing.
What to do - Easy ways to avoid being labelled as a spammer, and still get what you want out of email lists.
The law - The current state of the law on this issue.

Beware - Is Your Opt-In Bureau Really Opt-In?