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  Ethical vs Unethical List Building  
 
Web-marketers are also subject to strict boundaries to imply tactics that are ethical in each and every aspect of their job either advertising, promotional tools, or even list building as there are people who sometimes really abuse the concept of building their lists. In the following few paragraphs we will discuss the difference between ethical and non-ethical ways of lists building practices and this will give you an understanding of the things you must abstain from doing while building your lists.

Get Your Prospects Consent

The first and foremost point of consideration before entering your prospect into your list is his or her consent. Make sure that they have agreed to your subscription or any other offer before putting them on your list. Even if you are hiring a list from a professional company, you must make sure that each and every contact they have provided you is in consent of the respective prospect.

There must be an exchange

The practice of building a subscriber list is always in exchange for something that you are offering to this person. You have to offer something to your prospect in exchange of his contact information. The offer could be anything of interest to your customer for example a free report, a newsletter or maybe some software. There must be an exchange for which the person provides you with their email address so that you can then send them emails. Some times marketers try to use tactics to trick people. This is not only unethical but also builds negative image in your customers mind.

Option To Unsubscribe

Always provide an option to your contact to unsubscribe from the list. It is required under the can spam 2003 act, which means your emails MUST contain your postal address and an unsubscribe link for the person to get off of your list.

Link to Unsubscribe should be visible and clear

Some web-marketers deliberately either don’t provide any unsubscribe link or might use tricks so that people don’t find the unsubscribe link for example, they put about 100 blank lines between the end of the message and the unsubscribe link so that people can't find them. This is unethical and ineffective to build long term relationship with your customers.

Never misuse your list

Always remember that when a person provide you his email address he is given you in exchange for something and this builds a relationship of trust between you and your customer. It is unethical to use that information or sell this to some one else for some other purpose. There is nothing more harmful to hammer your business than to break your customers trust.

Never make fake promises

“Never write an advertisement which you wouldn't want your family to read.  You wouldn't tell lies to your own wife.  Don't tell them to mine.” David Ogilvy

As your customer provide you his contact information in exchange of something that interests him or is beneficial for him. Remember that never make false promises. This might give you short term success but it is unproductive for long run success.

Never Bombard your customers with e-mails

It may not be unethical but quite ineffective tactic to start bombarding people with emails once you get the email address of the customer. This annoys customers and is the most common reason due to which your subscribers will start unsubscribing your email list.

List building is a two way street, and build on trust. Hence, using unethical means might provide you the leads but may never generate sales and are crucially harmful to sustain long-term success.






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