Numerous companies and individual marketers have attempted to use the email system as a means of promotion. Unfortunately, many of them have met with resistance from Internet users who tag their marketing message as spam. The term used to describe unsolicited email, spam, has become as common as the Internet. You may have a boatload waiting in your inbox as we speak. Spam has become such a hot topic that permission-based marketing should be a top priority for any marketer. The good news is that there are ethical ways to effectively run a mass email campaign and get the necessary permission to reach your target audience. Below are three practices we recommend.

1. Create your own mailing lists

For the right price, you can build a massive list of email addresses of people who may be interested in your marketing campaign. In fact, selling email addresses has become a big business in itself. Although making an investment in such a list will certainly give you immediate access to a large pool of potential customers, this approach is not recommended for the marketer looking to run a permission-based campaign. Instead of buying a list, build your own in-house. In addition to using the signup form on your website, collect email addresses at trade shows and other points of contact with existing and potential customers. In doing so, make sure your contacts know exactly how your email address will be used. An internal email list can be a valuable asset in helping you get permission.

2. Use the confirmed subscription method

One of the best ways to deal with mass email is by opt-in. This method will give you the assurance that the people on your mailing list really want to receive your mail, virtually eliminating the possibility of someone else using your email address or any other discrepancies. You can maximize the effect by adding an anti-spam and privacy policy statement near your confirmation link that explains how subscriber information will be used. It would also be a good idea to include instructions explaining what the reader needs to do to whitelist it. This is a strategic move that will help prevent your mail from being accidentally sent to your junk folder.

3. Create valuable content

Another great way to build the quality list you need to send out emails is to offer valuable content. For example, you can create a newsletter, membership site, or even a blog that encourages people to sign up for your campaign. If your content is of high quality and adds value to the reader, getting permission may be easier than you imagined. Regardless of the method, building an ongoing relationship with opt-in subscribers means you have to keep their interest. While this can be difficult to achieve, it is not impossible. Remember, you are looking for long-term relationships and repeat sales, both of which can be achieved by consistently generating valuable content.