There’s one thing that list management software won’t do for you, and that’s earn the trust of your customer base. Especially when it comes to their personal details. Let’s face it, a big part of email marketing requires more than just an email address to work effectively—collecting data on your list members is a valuable tool that will allow you to focus your marketing efforts. Without it, you’re only driving in first gear.
One of the reasons that a lot of people don’t sign up for email marketing lists is because they’re afraid their information will be compromised—especially if you start out by asking personal details like address and telephone number. But you’d be surprised at how far a little reassurance will go. Especially if that reassurance is given in legalese, with a bona fide privacy policy.
Posting a privacy policy to your website is one of those online contact management tools that’s so obviously important that a lot of sites actually overlook it—after all, sometimes there’s nothing more invisible than the plainly apparent. But to do without it is to aim a loaded gun at your big toe with an itchy trigger finger. Long story short? Get yourself a privacy policy that tells your customers exactly what you intend to do with their information, and guarantee that you won’t sell or use their information for any other purposes. Then stick to your word.