These days there’s a growing list of essential content you should include in every email you send. You know the drill. Unsubscribe mechanism, postal address, link to web version, the list goes on.
The permission reminder message
Of all the essential content though, there’s one I consistently see missing in many of the thousands of campaigns we deliver each week. What makes this more surprising is that this is one of the most important elements and also one of the easiest to add. I’m talking about the permission reminder message - a simple sentence or two reminding the subscriber how they gave you their permission to email them. Here’s a quick example:
Hi, just a reminder that you’re receiving this email because you subscribed via our web site. As promised, this issue includes great tips on ......
Simple hey. In 2 simple sentences you’ve assured each recipient that your email isn’t spam and reminded them why they were interested in hearing from you in the first place.
Don’t stop there
We’re nearly there, but now that you’ve reminded the subscriber how you got their permission and what you’re sending them, why not give those that are no longer interested the option to unsubscribe right there and then. Here’s a complete example:
Hi, just a reminder that you’re receiving this email because you subscribed via our web site. As promised, this issue includes great tips on ......, but you may unsubscribe if you’re no longer interested.
If you can’t summarise how you got their permission in a few words, then there’s every chance you don’t have it or they won’t remember giving it to you. “Remember that time you downloaded a report from our partner and gave them your email address” doesn’t quite have the same ring to it.
While we’re on the subject, we recently tweaked our anti-spam policy to make our permission requirements crystal clear. We give you a quick summary of this each time you add subscribers to your account, but it’s worth a peek if you haven’t already checked it out.