How To Build A Responsive , Productive E-Mail List Of Prospects Who Want To Receive Your Communications
MARKETING FEATURE
What MSPs Don ’ t Know About Sending Cold E-Mails To New Prospects That Is Getting Them Flagged As Spammers
How To Build A Responsive , Productive E-Mail List Of Prospects Who Want To Receive Your Communications
BY ROBIN ROBINS
SPAM
At a recent marketing implementation workshop I was delivering to a room of about 50 MSPs , I got asked repeatedly about e-mail marketing to prospects who have not opted in to your list or given explicit permission to e-mail them ( cold outreach prospecting ).
The question is always , “ Can I e-mail a list of people I ’ ve bought or otherwise acquired if they have not given me permission to e-mail them ? And what exactly is permission ?” This is a common question I get that I want to provide some clarity around .
But before I do , let me issue a very stern warning :
E-mail permission , and other digital marketing communications , are legal matters . Therefore , you must find out what the legal guidelines are for your specific situation , target audience , state , and country so you can abide by them .
In Canada , they hang you upside down naked and strip the flesh from your bones while slinging insults if you dare to send a commercial e-mail to someone who has not signed an authorization agreement in their own blood on a full moon giving you permission to e-mail them . ( OK , I ’ m exaggerating , slightly .) I ’ m not an attorney and I ’ m not providing legal advice here , folks . Your subscription to MSP Success does not come with bail money . You ’ re a big boy or girl now , running your own business . Figure it out .
OK , now that I ’ ve scared the bejesus out of y ’ all , let ’ s talk about building that list of e-mails .
How To Get Prospects To Respond To Your E-mail Messages
First , the definition of “ opt in ” is “ to choose to do or be involved in something .” This is the basis of everything I ’ ve taught my clients about prospecting for new clients for the past 22 years . You want to attract right-fit prospects by designing offers that entice them to request information from you — a process called direct response ( or lead generation ) marketing .
8 | MSPSUCCESS . COM