The document provides guidance on building permission-based email marketing lists. It defines permission-based marketing as requiring formal consent from recipients to receive emails. There are various methods for gaining permission, including opt-in, confirmed opt-in, and double opt-in forms. Lists can be built in-house from customer data or rented from external sources, following best practices like incentivizing opt-ins, collecting subscriber interests, and maintaining CAN-SPAM compliance.

1. How To Guide
Creating Permission Based Email Marketing Lists
Executive Summary:
Having a solid list of contacts is one of the most important factors in
determining the success or failure of an email marketing campaign.
Read the following summary to understand how you can build a rock-
hard list.
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2. 2
Table of Contents Page
What is Permission Based Marketing? 3
Models of Acquisition for List Building 3
Types of Permission Based Lists 4
List Building Best Practices 5
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3. 3
What is Permission Based Marketing?
Email marketing permission is defined as giving “formal consent” to
receive email marketing messages. Permission cannot be assumed and
must be granted by a willing party.
There are a number of ways to gain permission from your target. We
recommend that you explain the value of “opting-in” to the campaign
and simply ask for permission. Permission based campaigns that require
an “opt-in” tend to have higher conversion rates, higher retention rates,
a better reputation with prospects/customers and more relevant
campaigns.
Models of Acquisition for List Building
 Opt-in – This is the most common method of permission. Simply
check a box if you would like to receive our email.
 Confirmed Opt-in – This method of permission is similar to the
traditional opt-in but follows up with an email to remind the
customer of what they opted in for.
 Double Opt-in – This is the longest way of obtaining permission.
However, by using a double opt-in, the recipient is giving you
strong permission to email him/her and this often results in
higher retention rates. This method uses a traditional opt-in
form, then sends an email requiring confirmation that they did in
fact register to receive the email marketing.
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4. 4
Types of Permission-Based Lists
Generally speaking, there are two types of lists: in-house and rentals.
House lists:
 Includes customers, prospects and website visitors
 Multiple collection points
 Part of an Integrated Marketing Campaign
 Lists are segmented into groups with specific traits (i.e. age,
gender, etc.)
Rental lists:
 Collected by businesses, websites and publications
 Re-sold directly to interested parties or via third-party list
brokers
 Pricing for sending a message to these lists is standardized on a
CPM basis depending on scarcity, purchase power and amount of
supporting data
 Cost to design and produce the email messages is additional
 Larger examples include BELO, Dun & Bradstreet and Equifax
who have access to hundreds of millions of email addresses and
are able to sort by specific criteria and preferences (industry,
geographic location, income, etc.)
We strongly recommend that you build your own lists. However, if you
decide to rent a list, make sure you use a trustworthy source. In order
to establish credibility, ask the following questions before you rent:
1. How often do they rent these lists?
2. When were these lists last cleaned?
3. Do these third party senders have any spam complaints?
4. What is the privacy policy and opt-out system that these third
parties use?
5. What sites or sources are these opt-in lists gathered from?
6. Is this company CAN SPAM complaint?
7. What are the payment terms and what are the make-good or
refund policies?
8. What data points are available about the list?
9. Is the list opt-out, opt-in or double opt-in?
10. How often has the list been mailed to?
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5. 5
Regardless of how you obtain your list, it is imperative to review all
legislation before sending an email campaign. If you would like more
information on legislation in your country, schedule a discussion with
one of our research analysts today.
List Building Best Practices
1. Offer an Incentive: People will provide you with their contact
information when they are enticed by something that you can
offer and they can’t get otherwise. Instead of offering a gimmick,
try and offer something that will help build a lasting relationship.
2. Use Many Different Touch Points:
A few examples include the following:
 Website - Have a sign up form easily accessible on each
page of site. Also include a check box on value content
downloads like whitepapers, tech sheets, etc.
 Networking - Take advantage of viral marketing.
Encourage subscribers to use social networks, widgets and
“send to a friend” options located on all email
communications.
 Events and Tradeshows - Obtain permission from booth
visitors.
 Post Cards - Offer additional incentives to customers who
opt-in to your newsletter after receiving a post card with a
unique URL.
 Speaking Engagements and Seminars - Send a
feedback survey to attendees with opt-in check box at the
end.
 Paid Search - Include form and check box on landing
page.
 POS - Invoices, Warranty Information Cards and Product
Registration Cards should have a unique URL to register
for a newsletter.
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6. 6
 Transactional Emails – Employee email signatures can
have a link to newsletter opt-in.
 Telemarketing - Sales or customer service reps asking if
prospect/customer would like to be added to the
newsletter.
 Blogs
 Online Advertising and Site Sponsorship
 Catalogues, Direct Mail, Print Advertising,
Newsletters and Press Releases
3. Provide a Preview: Include a “preview” of the message that
they will be receiving during the registration process. This tactic
reinforces trust. Include a list of subscriber benefits, the
frequency expectations, and a sample email at registration.
4. Choose the Right Call-to-Action: Depending on the nature of
your email, use a call to action that does not have a negative
connotation. Your call to action should leave the subscriber
feeling comfortable with their level of commitment. We
recommend using with “Sign Up” or “Join.”
5. Be Specific: Allow subscribers to select their areas of interest
when signing up. If possible, give subscribers a choice of content
using checkboxes. Only send subscribers content on the topics
they have requested.
6. Post Privacy Policy: Make sure your privacy policy is clear and
concise. Use Demand Metric’s Privacy Policy Template as a
framework for crafting your opt-in policy.
7. Stay Current: Provide an easy way for subscribers to update
their info.
8. Be CAN SPAM Compliant: Fields that are required at the time
of online acquisition include email address and level of
permission. Also required by the CAN-SPAM Act is
timestamp/date that contact subscribed and IP address of
contact.
9. Segment your List: You may want to ask for data that will allow
you to include basic segmentation with your list.
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7. 7
10. Test your Opt-In Form: Try different data collections and
determine if there are fields that cause form abandonment.
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