Guest post by Catherine vanVonno:
What makes people subscribe to one newsletter while marking another as spam? How do some marketers close a sale while others just encounter prospects who hang up? The contributing factors could be as common as lack of interest and ineffective sales pitching or as specific as a prospect’s personal circumstances. Yet, marketing opt-ins could play an important role in spelling the difference between a sale and a miss.
What are marketing opt-ins?
Marketing opt-ins, as the term suggests, is a type of marketing wherein a prospect deliberately made a decision to receive advertising communications from a company.
There are several ways that a business can extend marketing opt-ins to consumers. Here are the widely practiced ones:
- Physical or Personal Opt-in – this could be in the form of sign-ups in events, door-to-door, or street marketing.
- Phone Call – this is where a salesperson or marketer calls a prospect and the latter provides consent through the phone. The calls are usually recorded as proof that the customer opted in.
- Mobile or Online Forms – the most recent addition to the line of conventional opt-ins, mobile or online forms are frequently provided at the time of visit, sign-up, or purchase from a website.
Why are marketing opt-ins important?
Many marketers and business owners dismiss opt-in marketing because they believe a more aggressive approach is needed to make a sale. While being assertive in promoting your service is vital, it is also important to remember that this approach doesn’t work with all consumers. Some people find this approach invasive and would be turned off instead of attracted to a brand that uses this method. An opt-in can turn this around. Here are several reasons why it’s important:
Reason #1: Opt-ins Build Customer Trust
One of the most aggravating things a shopper can experience is being followed around by an adamant sales person. It is good to be assisted with your needs but to be pressured into buying something takes out the pleasure in a shopping experience. It is the same with marketing schemes that bombard prospective customers with promos and communications without their consent.
Companies which want to gain business from prospects must first aim for their trust. An opt-in tells customers that you respect their preference and care about their overall experience with your business. It also exudes confidence in that it tells customers you are certain enough with your service to provide them with options to receive your business or not.
Reason #2: Opt-ins Measure Customer Impact
How well do your marketing tactics perform? What is the conversion rate of your latest campaigns? Opt-ins help you measure all these by providing various statistics. You will be able to know which customers are interested in what campaigns and measure the success rate of your promotions.
Reason #3: Opt-ins Build Subscribers
You would not want the effort, skill, and time you poured into your campaigns to go down the drain. You want to find people who are interested in what you have to offer. These are the customers that opt-ins can provide you.
Reason #4: Opt-ins Manage Your Reputation
Aggressively promoting your service to people is tricky because it can swiftly go awry and be blown out of proportion. It can rouse prospects to single you out as an obstinate company that shoves their services down people’s throats. Enabling recipients to opt in and out of receiving marketing communications is not only a marketing best practice, it is also a legal requirement in many jurisdictions – in the USA, marketers need to comply with the CAN-SPAM Act, while in Europe the ‘EU Opt-In Directive‘ governs marketing messages.
If you have marketing opt-ins, you not only obey the law, you also give people the chance to get to know your business at their own pace. While this may not give you instant sales, it will surely build your credibility. A good reputation is in itself a powerful marketing force.
Reason #5: Opt-ins Encourage Brand Awareness
Sales is more than just measuring the revenues you make. It is about building relationships with clients. This is the difference that converts a buyer into a business patron. When customers choose to receive communications from a brand, they are deliberately choosing to know more about it. The customers you attract through opt-ins are more likely to read your content, share it with others, and support your campaigns.
Hiring a skilled content writer VA or marketing the best-selling products on Amazon can get you far. However, campaigns and marketing tactics are optimized when delivered to the right people. Marketing opt-ins are the bridges that will connect you to the right market.
About the Author:
Catherine vanVonno, the author, is the President and Executive Director of 20Four7VA, a global Virtual Assistant (VA) Service Provider. She holds a doctorate degree in Applied Statistics, Research Design and Program Evaluation from Virginia Polytechnic Institute and State University and has over 10 years experience in facilitating evidence-based strategic planning, product development, brand management, legislative communications, and medical policy. She is married and has four children. You can reach her at firstname.lastname@example.org.