In today’s market, many online businesses look at email marketing as a practical means of directing traffic to their website.  Businesses can buy lists of email addresses from third party sellers, but they can be expensive and the recipients of messages generated from third party lists often view it as spam because they did not ask to receive the messages.  Usually, businesses using third party lists will invite the recipients to opt in to future emails and they will only receive that first message unless they sign up for the additional updates.

Another method among ecommerce merchants is to use a rented list. This is also expensive and the list may only be used one time. Often times the recipients have the same spam feeling about this type of email marketing campaign as with third party purchased lists.

Organic email marketing is the best way to use email as a means of company promotion.  Organic marketing can take longer to build up and is built on a “grass roots” concept. This style of email marketing is propelled by those that have already made a contact with your business and voluntarily given their email address and information in order to receive future information from your business.

This type of “opt in” relies on free membership offers. The visitor provides contact information willingly in order to receive free membership benefits. This setup offers a positive means of connection with an audience that is receptive and interested.

A collection of email addresses given willingly can be attained from numerous sources. If your business receives customer calls, you can take emails by phone. Other options include online web forms, tradeshows or personal contacts.

When you make it easy to opt in and provide readily available information on how to opt out, you will be likely to minimize the number of spam complaints your business may receive.

The organic method is beneficial to the long-term success of your business because it allows you to begin with a concentrated group of very interested customers and continue adding to a list of recipients that value what you send them.

When you begin your email marketing campaign with a third party list, you end up in an obvious combative relationship with those who are more interested in keeping spam out of their mailbox than whatever ‘good’ information you might be sending to them.

Another idea to keep customers appeased is to assure them that their email addresses are safe and not for sale. People are rightly concerned about their privacy in this day and age, and assuring them that no third party will receive their information will make your customers feel safe volunteering information to you.

Developing an organic list can be a slow and difficult task, but it ends up targeting a more relevant group of potential customers that feel that your business is trustworthy.

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