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“The age of email blasting is over. Begin capturing data on your subscribers via surveys or sign-up.”

We’re all sick of seeing emails that we didn’t ever express interest in receiving. A company somehow got our email address and we will forever get emails about finance options, or winning the lottery…or worse. Most marketing companies want to see their email marketing accomplish something; bring in a sales lead or give the customer some sort of special offer that will in turn benefit the company.

A great way to get a better return on your marketing investment is to invest in the right customers, one good way to make sure of that is to have opt-in and unsubscribe options. After a customer signs up to receive emails, the best practice is to send out an opt-in email which informs the customer that he or she has signed up to receive emails from your company and to confirm that subscription. Also, be sure there is an unsubscribe link on each email so that a user can opt-out of receiving emails if they are no longer interested. This will ensure everyone on your list truly does want to receive email materials from your company.

However, don’t go overboard with the marketing. Infusionsoft also states that a study has shown that “65% of men and 56% of women define spam as ‘email from a company that I have done business with that comes too often.” In other words, even if the content is relevant, the customers can perceive it as spam if they are bombard with campaigns or information.

In short, to keep your email investment as profitable as possible, a good rule of thumb is to keep the email lists current and only send materials that keep your customers interested but without overwhelming them.